INTENTION Financial Group Inc.

What INTENTION Financial Group Inc. does

INTENTION Financial Group Inc. is a residential mortgage brokerage headquartered in Santa Rosa, California, founded in 2022 by Joe Jacobs. The firm operates as an intermediary between individual borrowers and third-party lenders, arranging purchase, refinance, and government-backed (including VA) home loans rather than originating or warehousing credit on its own balance sheet. Its stated target segments include first-time homebuyers, military veterans, and homeowners seeking rate-and-term or cash-out refinancing.

The company's service offering is built around a broker-led advisory model supplemented by self-service digital tools, including an online mortgage application powered by my1003app, a pre-qualification intake, payment and affordability calculators, a real estate agent referral network, a "second look" loan review service, and a content-rich learning center. The technology stack appears to be a thin configuration of third-party SaaS rather than proprietary infrastructure, with no disclosed API, in-house origination engine, or capital markets integration. Revenue is generated primarily through lender-paid origination commissions on closed loans, with no disclosed subscription, SaaS, or fee-for-service pricing tiers beyond per-transaction brokerage compensation.

Operationally, the firm employs six named mortgage loan originators (Joe Jacobs, Dan Stevens, Mark A. Harris, Eric Rea, Mari Trejo, Matt Scott) and holds California Department of Real Estate licensure (DRE# 02241856) and NMLS Unique Identifier 2428928. Distribution is driven by content marketing (blog posts spanning 2021–2026), local SEO, social media, and community/referral channels, with no disclosed institutional funding, debt facility, or external investor base.

Name

INTENTION Financial Group Inc.

Legal name

Intention Financial Group Inc.

Website

https://intentionfinancial.net

Company type

Private

Founded year

2022

Operating status

Operating

Short description

INTENTION Financial Group is a California-based residential mortgage brokerage founded in 2022 that arranges home loans through third-party lenders, serving individual homebuyers, veterans, and refinancing customers via six loan originators and digital self-service tools.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)

akta.pro industry

PRIMARYFSAEAMAA

Mortgage & Loan Introducers (Residential & Commercial)

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Introducers, Finders & Referral Networks

Keywords

• Mortgage brokerage
• Residential lending
• Loan origination
• Home loan services
• Loan placement

Headquarters

HQ city

Santa Rosa

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, Others

Revenue model

1. Mortgage Brokerage Commissions: As a licensed mortgage broker, Intention Financial Group arranges loans with third-party lenders and earns commissions from those lenders for placing loans. They do not lend money directly.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

INTENTION Financial Group Inc. is a California-based mortgage brokerage that arranges residential mortgage loans by connecting individual borrowers with third-party lenders. Founded in 2022 and headquartered in Santa Rosa, CA at 714 Mendocino Ave, the company is licensed under California DRE# 02241856 and NMLS# 2428928, and operates with a team of six mortgage brokers. The firm is compensated through commissions paid by lenders upon successful loan closings rather than originating loans directly.

Product overview

Intention Financial Group operates as a licensed mortgage broker offering a portfolio of interconnected mortgage services. The core offering centers on arranging home purchase and refinance loans with third-party lenders, supported by digital tools including an online application platform (my1003app.com), mortgage calculator, and personalized quote service. Additional services include pre-qualification guidance, real estate agent referrals, second-look mortgage reviews, and an educational blog/learning center. The company specializes in conventional, FHA, VA, and USDA loan products and does not lend directly.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Mortgage Brokerage Services

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Broad incumbents

• Rocket Mortgage: Dominant U.S. retail mortgage lender and largest direct-to-consumer mortgage platform. Competes with Intention Financial for the same borrower pool but at massive scale with proprietary digital origination technology.
• loanDepot: Large publicly-traded mortgage originator operating retail, wholesale, and consumer-direct channels. Overlaps with Intention Financial in conventional, FHA, VA, and USDA origination but at vastly greater scale and with proprietary technology investment.

Direct peers

• Guaranteed Rate: Large retail mortgage lender with a distributed loan officer force offering conventional and government-backed loan products. Operates a digital application platform alongside loan officer-led origination, paralleling Intention Financial's my1003app-plus-broker approach.
• NewRez (New Residential Mortgage): National mortgage lender and servicer with retail and wholesale channels offering conventional, FHA, VA, and USDA products. Comparable in product breadth and loan officer distribution model.
• CrossCountry Mortgage: National independent mortgage lender with a strong retail loan officer channel. Similar product mix (conventional, FHA, VA, USDA) and producer-led model to Intention Financial.
• Movement Mortgage: Top-10 U.S. retail mortgage lender operating a distributed loan officer model across multiple states including California. Directly comparable business model of licensed mortgage loan officers originating purchase and refinance loans with third-party capital.
• Caliber Home Loans: National retail and wholesale mortgage lender with comparable product mix and loan officer-led distribution. Comparable origination model targeting similar borrower segments.
• PrimeLending: National retail mortgage lender with a relationship-based loan officer model. Similar mix of purchase and refinance products distributed through individually licensed loan officers.
• Fairway Independent Mortgage Corporation: Large independent retail mortgage lender and broker operating in California and nationwide. Comparable as a relationship-driven mortgage origination firm offering conventional, FHA, VA, and USDA products through licensed loan officers, similar to Intention Financial's model.

Emerging players

• Better.com: Digital-first mortgage lender competing for the same consumer borrower base with a fully online application and approval experience. Represents the technology-disruption competitive threat against traditional broker-based origination.

Market position

Strengths5 records

Weaknesses5 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/JoeJacobsLoans
• Facebookfacebook.com/joejacobs453314
• LinkedInlinkedin.com/in/joejacobs07
• Instagraminstagram.com/joejacobshomeloans

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 INTENTION Financial Group Inc.