The Self Funding House

What The Self Funding House does

The Self Funding House Inc. is a Canadian private company founded in 2022 and headquartered in Burlington, Ontario, that has built a housing-affordability platform around Accessory Dwelling Unit (ADU) integration in new construction homes. The core thesis is that rental income from basement apartments, backyard studios, or secondary suites can count toward mortgage qualification, allowing homebuyers to qualify for a larger mortgage and generate positive cashflow — a $1,200/month figure is cited as the target outcome on an average $750,000 home based on CMHC's one-third-of-income guideline. The company distributes this concept through a two-book series ('Rebuilding the Dream of Home Ownership' and 'The Blueprint for Your Self Funding House®'), an Online Learning Portal at learn.derek-lobo.com with a free Dreamer Membership tier, and a suite of enterprise programs.

The enterprise programs segment the market by stakeholder: the Developer Program licenses the system (sales training, 'The Perfect Tour' model home assets, marketing collateral, and buyer financing access) to residential homebuilders; the Municipality Program aligns municipal housing-policy objectives with builder business objectives; the Brand Ambassador Program recruits mortgage brokers, real estate agents, and renovation experts to promote the concept; the Financial Program (described as 'Coming Soon') aggregates 30+ financial service providers offering mortgages that recognize ADU rental income; and the Investors Program connects real estate investors to builder pipelines of income-generating new construction. Ironstone Building Company's Flex Haus product is the named pilot customer, deployed in full production across multiple developments in the London, Ontario area.

The business model is a hybrid of low-volume consumer book sales (unit-priced at $19.95 CAD with bulk discounts), recurring subscription access to the Developer Program and Online Learning Portal, professional-services engagements with municipalities, and no-strings-attached affiliate/ambassador collaboration. Books are sold directly via Amazon and bulk orders by email. Enterprise sales are conducted by direct consultation ([email protected]) rather than self-service. The company is co-led by CEO Derek Lobo — also CEO of SVN Rock Advisors Inc., Brokerage — and President Rod Schulhauser, with a team of 12 employees and no institutional funding disclosed. Distribution relies heavily on thought leadership: media coverage in Globe and Mail, Financial Post, and CBC; podcast and radio bookings; and speaking engagements at Keyspire, WealthGenius EXPAND, and ULI webinars.

Name

The Self Funding House

Legal name

The Self Funding House Inc.

Website

https://theselffundinghouse.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Self Funding House is a Canadian housing-affordability platform that integrates Accessory Dwelling Units into new construction so rental income can count toward mortgage qualification, serving homebuyers, homebuilders, municipalities, and investors through books, programs, and a 30+ lender Financial Program.

Ownership category

akta.pro rank

Product category

Housing Affordability Consulting

NAICS

New Single-Family Housing Construction (except For-Sale Builders) (236115), Sales Financing (52222), Residential Building Construction (2361)

SIC

Mortgage Bankers & Loan Correspondents (6162), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Residential Accessory Dwelling Units (ADUs) & Backyard Homes (IMAFABAK)

akta.pro secondary industries

Accessory Dwelling Unit (ADU) Construction Financing (FSALAHAL), ADU Project Management & General Contracting (HSAPAMAO), New Construction-to-Perm (Single-Family Owner-Occupied) (FSALAHAA)

Keywords

• Housing affordability solutions
• Accessory dwelling units
• Real estate education
• Homebuilder consulting
• Affordable housing programs

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others

Revenue model

1. Book Sales: Sale of educational books including 'Rebuilding the Dream of Home Ownership' and 'The Blueprint for Your Self Funding House' through Amazon and bulk orders with volume discounts (25% off for 5+ copies, 40% off for 20+ copies).
2. Developer Program: Fees from homebuilders for access to the complete system including sales agent training, marketing assets, buyer financing options, and sales & marketing strategy. Includes access to the Financial Program giving builders unique marketplace advantage.
3. Brand Ambassador Program: No-strings-attached collaboration with industry professionals (realtors, mortgage brokers, builders) using co-branding and marketing materials to grow their customer base while promoting the Self Funding House concept.
4. Municipality Program: Collaboration with municipal governments providing direction, strategy, and assets for implementing affordable housing solutions in communities.
5. Online Learning Portal: Access to online educational content including tools, downloads, videos, and expert knowledge through a membership model with free Dreamer Membership tier.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Self Funding House sells a housing affordability system that enables homeownership by integrating Accessory Dwelling Units (ADUs) such as basement apartments or backyard studios into new construction homes. The system treats the home as a business, allowing rental income from the ADU to count toward mortgage qualification. Offerings include a two-book educational series, an online learning portal, and structured programs for homebuilders (Developer Program), municipalities, real estate investors, and a Brand Ambassador network of real estate professionals.

Product overview

The Self Funding House® is a unified housing affordability system built around the core concept of treating homes as businesses through Accessory Dwelling Units (ADUs). The offering comprises a two-book series ('Rebuilding the Dream of Home Ownership' and 'The Blueprint for Your Self Funding House®'), an Online Learning Portal, and multiple integrated programs: the Developer Program for homebuilders, Brand Ambassador Program for real estate professionals, Municipality Program for local governments, Financial Program (coming soon) with 30+ financial institutions, and Investors Program. All components work together to enable rental income to count toward mortgage qualification, addressing both ownership and rental affordability simultaneously.

Differentiator

Problem solved

Functional benefit

Brands

• The Self Funding House® Developer Program: A program for home builders to implement the Self Funding House concept, providing sales training, marketing assets, financing options, and builder support.
• The Self Funding House® Municipality Program
• The Self Funding House® Financial Program
• Brand Ambassador Program
• Online Learning Portal

Products and services

• Rebuilding the Dream of Home Ownership Introductory book that introduces the Self Funding House concept and the mindset shift required to treat a home as a business. It is targeted at prospective homebuyers and the general public seeking to understand affordable homeownership strategies.
• The Blueprint for Your Self Funding House How-to guide covering ADU implementation, becoming a landlord, assembling a team, creating a game plan, property acquisition, renovations, and property management. It is intended for homebuyers ready to implement the Self Funding House strategy.
• Online Learning Portal Digital education platform with tools, downloads, videos, and expert knowledge supporting the Self Funding House journey, including a free Dreamer Membership tier. It is for prospective homebuyers and individuals pursuing the Self Funding House path.
• Developer Program Enterprise program for residential homebuilders and developers providing sales agent training, The Perfect Tour model home assets, buyer financing options through the Financial Program, and a sales and marketing strategy. It enables builders to deliver affordable housing with built-in income-generating ADUs.
• Municipality Program Program providing direction, strategy, and assets for municipal governments to implement affordable housing solutions and align municipal housing objectives with builder business goals. It targets local governments, city planners, and municipal bodies.
• Investors Program Program connecting real estate investors with new home builders developing Self Funding Houses, providing access to new construction with ADUs, dual income streams from primary residence and rental unit, and optional financing including CMHC options.
• Brand Ambassador Program No-strings-attached collaboration program for mortgage brokers, real estate agents, and renovation experts to grow their customer base using co-branding and marketing materials from The Self Funding House.

Quantifiable outcome

• Positive cashflow of $1,200/month achievable with ADU rental income
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Ironstone Building CompanycoreStrategic or Co-development PartnerPilot project partner that implemented The Self Funding House concept through Flex Haus product. The pilot project has successfully moved into full production in multiple developments, marking the first real-world implementation of the concept.
• SVN Rock Advisors Inc.coreStrategic or Co-development PartnerAffiliated real estate brokerage firm where Derek Lobo serves as CEO and Rod Schulhauser serves as Director of Marketing. Both leaders hold senior roles in the company, sharing resources and expertise.
• KeyspireminorGTM or Marketing PartnerPartner for investor conference where Rod Schulhauser introduced The Self Funding House investment opportunities to the Keyspire investment community at Toronto conference.
• ULI (Urban Land Institute)minorGTM or Marketing PartnerFeatured in ULI Webinar Series on Neighbourhood Intensification, The Missing Middle, participating in panel discussions on housing solutions.
• WealthGeniusminorGTM or Marketing PartnerFeatured participant at WealthGenius EXPAND Investor Conference in Toronto, presenting keynote address and participating in experts panel.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Plant Prefab: Plant Prefab is a California-based prefabricated home builder that produces custom and ADU units through factory-built systems. It is comparable to The Self Funding House as both operate at the intersection of residential construction innovation and ADU-as-affordability-solution, although Plant Prefab is a physical builder and TSFH is a system/financing platform.
• MAX Homes: MAX Homes is a builder focused on ADU construction and ADU-focused development. It is directly comparable to The Self Funding House as both position ADUs as the path to homeownership affordability and rental supply, with overlapping target customers (homeowners seeking income-generating units and developers adding ADU product lines).
• Abodu: Abodu is a California ADU builder that delivers prefab backyard homes in a streamlined sales-to-permit process. It is a direct peer because both companies are commercializing ADUs as the mechanism to expand affordable homeownership and rental supply, with TSFH enabling financing qualification and Abodu delivering the built unit.
• Cover: Cover is a California-based prefab ADU builder that designs, manufactures, and installs backyard accessory dwelling units. It is directly comparable to The Self Funding House because both companies are centered on making ADUs the unit of housing affordability, with TSFH providing the system and financing rails and Cover providing the physical product.
• Villa: Villa is an ADU-focused builder operating in select U.S. markets, specializing in detached backyard units. It is a direct peer because both companies center the ADU as an income-generating, affordability-enabling housing type and serve a similar end-buyer profile seeking rental income to qualify for or offset their mortgage.
• Boxabl: Boxabl is a prefab housing manufacturer producing foldable, factory-built single-family homes and ADU-style units at scale. It is comparable because both companies are attacking housing affordability through standardized, factory-built residential product designed to reduce per-unit cost and time-to-occupancy.
• Mighty Buildings: Mighty Buildings is a prefab home builder using 3D printing and panelized construction for ADUs and single-family homes. It is a direct peer because both companies focus on factory-built residential solutions intended to lower cost and accelerate delivery for affordable housing, addressing the same supply-side pressure that TSFH tackles through ADU integration.

Others

• BiggerPockets: BiggerPockets is a real estate investing education and community platform. It is comparable to The Self Funding House's online learning portal and book series as both monetize real estate and homeownership knowledge through subscriptions and content, though BiggerPockets is broader (general investing) and U.S.-focused.
• Better.com: Better.com is a digital mortgage lender streamlining home financing through a tech-enabled origination experience. It is adjacent to The Self Funding House's Financial Program because both are positioned around expanding mortgage qualification and access, though Better is a direct lender and TSFH is a system that aggregates lender partners.
• Roofstock: Roofstock is an online marketplace for single-family rental investment properties. It is comparable to The Self Funding House's Investors Program because both pitch dual-income rental strategies to individual investors and frame residential real estate as a yield-generating asset class rather than pure appreciation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TheSelfFundingHouse
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/theselffundinghouse
• Instagraminstagram.com/theselffundinghouse

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Self Funding House