Direct Home Loans

What Direct Home Loans does

Direct Home Loans (operating as JMAC Lending, Inc.) is a private, non-QM-focused mortgage lender headquartered in Costa Mesa, California. Founded in 2007, the company originates DSCR, bank statement, and asset-based mortgage loans for real estate investors, self-employed professionals, and high-net-worth individuals who cannot meet traditional conforming mortgage qualification standards. Across its operating history, the firm reports having financed 70,000+ clients and $45 billion in cumulative loan volume.

The company's three core products all sit within the Non-QM lending category and share a unified loan architecture: 30-year fixed or SOFR ARMs (5/6 and 7/6) with interest-only options, loan amounts up to $3.5 million, and target closing timelines of approximately 30 days. DSCR loans qualify borrowers on rental income cash flow from the subject property without personal income verification and without a minimum DSCR requirement. Bank statement loans use 12 or 24 months of statements, P&L, 1099, or asset depletion to qualify self-employed borrowers, with up to 85% LTV for first-time investors on purchases. Asset-based loans qualify HNW borrowers and retirees using liquid assets — bank accounts, stock portfolios, and retirement accounts — at up to 80% LTV. Underpinning the offering is domain-specialized underwriting expertise in alternative income documentation rather than a proprietary AI/ML platform, with no disclosed SDK, API, or machine-learning components.

Direct Home Loans operates a direct-to-consumer distribution model via its website complemented by a consultative, sales-led approach (loan officers contacted via phone and email). The firm is licensed to originate or service mortgages in 30+ U.S. states. Revenue is generated primarily through loan origination — gain-on-sale economics and net interest margin on originated mortgages — with the company advertising no origination fees and lender credits in lieu of points. Marketing is concentrated on its owned website and blog content, with no disclosed channel partnerships, institutional funding rounds, or M&A activity in the source data.

Name

Direct Home Loans

Legal name

JMAC Lending, Inc.

Website

https://directhomeloans.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Direct Home Loans (JMAC Lending, Inc.) is a private, non-QM mortgage lender originating DSCR, bank statement, and asset-based loans up to $3.5 million for real estate investors, self-employed borrowers, and high-net-worth individuals across 30+ U.S. states.

Ownership category

akta.pro rank

Product category

Non-QM Mortgage Lending

NAICS

Real Estate Credit (522292), Nondepository Credit Intermediation (5222)

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro industry

PRIMARYFSALAAAJ

Non-QM / Alternative Documentation Mortgage Origination

Financial & Insurance/Mortgage & Housing Finance/Residential Mortgage Origination (Retail & Consumer Direct)

SECONDARYFSAAAHAG

Private Credit / Direct Lending

Financial & Insurance/Asset & Wealth Management/Asset Management — Fixed Income & Credit

Keywords

• Non-QM mortgage lending
• DSCR loans
• Investment property financing
• Bank statement loans
• Asset-based mortgage loans

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Loan Origination: Direct Home Loans originates mortgage loans for real estate investors, including DSCR loans, bank statement loans, and asset-based loans. Revenue is generated through interest income on loans originated and potentially origination fees (though the company advertises no origination fees).

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels2 records

Core offering

Direct Home Loans (operating under JMAC Lending, Inc.) originates Non-QM mortgage loans including DSCR, bank statement, and asset-based loans for real estate investors and non-traditional borrowers. The company provides loan amounts up to $3.5 million with flexible alternative documentation in lieu of traditional W2/tax return income verification, no origination fees, and lender credits.

Product overview

Direct Home Loans offers a unified platform of three Non-QM mortgage products designed for real estate investors and non-traditional borrowers. The core offerings include DSCR Loans (qualifying based on property rental income), Bank Statement Loans (for self-employed borrowers using cash flow documentation), and Asset-Based Loans (leveraging assets as income proof). All three products operate under the NonQM lending category, share flexible documentation requirements, high loan limits up to $3.5 million, and similar loan terms (SOFR ARMs, 30-year fixed, Interest-Only options), providing a cohesive suite for investors who don't fit traditional lending criteria.

Differentiator

Problem solved

Functional benefit

Products and services

• DSCR Loans Cash flow based Non-QM loans for real estate investors that qualify based on rental income rather than personal income, featuring no income verification, flexible terms (30-year fixed, SOFR ARMs 5/6 & 7/6 with Interest-Only options), loans up to $3.5 million, LTV up to 80% for purchases and 75% for cash-out refinances, and no minimum DSCR requirement for loans up to $3.5 million.
• Bank Statement Loans Loan programs for self-employed and non-traditional borrowers that qualify using 12 or 24 months of bank statements, P&L, 1099, or asset depletion instead of W2s or tax returns. Available as 15- and 30-year fixed or SOFR ARMs (5/6 & 7/6) with Interest-Only options, with up to 85% LTV for first-time investors on purchase transactions.
• Asset-Based Loans Investment property financing program allowing high-net-worth individuals and retirees to qualify using liquid assets such as bank accounts, stock portfolios, and retirement accounts rather than traditional income documentation. Available as 5/6 and 7/6 SOFR ARMs or 30-year fixed term with Interest-Only options, up to 80% LTV.

Quantifiable outcome

• Most loans close within approximately 30 days
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Rocket Mortgage (Rocket Pro TPO): Rocket Mortgage operates the country's largest retail mortgage franchise and a major wholesale channel (Rocket Pro TPO) covering conforming and jumbo investor products. As a broad incumbent it sets competitive pricing benchmarks against which Direct Home Loans positions its investor-focused offerings.
• United Wholesale Mortgage (UWM): UWM is the largest wholesale mortgage lender in the U.S., with investor and Non-QM loan products that compete for the same broker-sourced investor origination volume that Direct Home Loans targets.
• Caliber Home Loans (Newfi): Caliber (now part of the Newfi platform) is a large independent mortgage bank with substantial Non-QM, DSCR, and investor loan offerings, providing broad overlap with Direct Home Loans' products but at significantly greater scale.
• loanDepot: loanDepot (LDWholesale) is one of the largest U.S. mortgage originators with both conforming and Non-QM exposure. As a broad incumbent it competes with Direct Home Loans across conforming and alternative-doc products at much greater scale.

Direct peers

• Sprout Mortgage: Sprout Mortgage is a wholesale and retail Non-QM lender specializing in DSCR and alternative-documentation programs for real estate investors, competing head-to-head with Direct Home Loans in the Non-QM investor segment.
• Deephaven Mortgage: Deephaven Mortgage is a Non-QM-focused lender with a heavy concentration in DSCR and investor-property loans. Its product mix and target borrower profile closely match Direct Home Loans' investor and self-employed segments.
• Angel Oak Mortgage Solutions: Angel Oak Mortgage Solutions originates Non-QM residential loans via wholesale and retail channels, with deep specialization in non-QM investor, bank statement, and asset-depletion products that map directly to Direct Home Loans' offering.
• Verus Mortgage Capital: Verus Mortgage Capital is a leading Non-QM issuer and investor, partnering with originators on Non-QM/DSCR production. Operates in the same investor-borrower niche as Direct Home Loans, with overlapping product set and correspondent relationships.
• Carrington Mortgage Services: Carrington Mortgage Services operates a retail and wholesale channel with a well-known Non-QM/DSCR division serving real estate investors and self-employed borrowers—a near-direct overlay to Direct Home Loans' product mix.
• Newfi (formerly Angel Oak Mortgage Solutions): Newfi is one of the largest Non-QM wholesale and correspondent lenders, offering DSCR, bank statement, and asset-based products to brokers and correspondents—a near-identical product set to Direct Home Loans' investor-focused suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/directhomeloans

Revenue estimate

Valuation estimate

Number of profiles

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 Direct Home Loans