Home Financial

What Home Financial does

Home Financial Mortgage is a privately held retail mortgage brokerage operating as a locally branded branch under Barrett Financial Group, LLC (NMLS #181106), headquartered in Chandler, Arizona. The company is staffed by three named originators — Scott Eckles (Branch Manager), Christina Gustin, and Lynn Parks — out of a single office at 104 W East St., Washington Court House, Ohio, and serves homebuyers and homeowners across Ohio with conventional, FHA, VA, USDA, adjustable-rate, and reverse mortgage (HECM) products. As a broker rather than a direct lender, Home Financial matches borrowers with loans from a network of wholesale lenders, supplemented by custom loan programs for self-employed borrowers and real estate investors with terms ranging from 8 to 30 years.

The business depends entirely on third-party infrastructure rather than any proprietary technology. Loan applications are processed through the external 1003app.com platform, available via web, phone, or in-person channels, while the company's own website hosts standard mortgage calculators and an educational blog. No app, no API, no proprietary underwriting model, and no AI integration is present. Marketing is content-led and referral-driven, leveraging website content, Google Reviews, and named customer testimonials rather than paid acquisition or ecosystem partnerships.

Revenue is generated transactionally through origination fees, yield-spread premiums, and likely volume-based lender incentives on closed loans. Pricing is quote-based and not publicly disclosed; rates and fees vary with borrower profile and market conditions. The customer base is entirely retail/SMB (individual homebuyers and refinancers), with no enterprise or institutional counterparties. No funding rounds, M&A, or leadership changes are disclosed; the company appears to be a steady-state, single-branch operation with growth optionality tied to parent-company Barrett Financial Group's broader footprint.

Name

Home Financial

Legal name

Home Financial Mortgage

Website

https://homefinancialohio.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Home Financial Mortgage is a privately held Ohio-based mortgage brokerage operating as a branch under Barrett Financial Group, serving Ohio homebuyers and homeowners with conventional, FHA, VA, USDA, and reverse mortgage products via three loan officers.

Ownership category

akta.pro rank

Product category

Residential Mortgage Lending

NAICS

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

SIC

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

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

Reverse Mortgage Brokerage & Lead Generation (FSALAIAB), Reverse Mortgage Brokers (FSALABAD), Cash-Out Refinance Origination (FSALAAAF)

Keywords

• Mortgage lending services
• Residential home loans
• Loan origination
• Mortgage refinancing
• Reverse mortgage loans

Headquarters

HQ city

Washington Court House

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

Revenue model

1. Mortgage Origination: Earns origination fees on mortgage loans closed. Works as a mortgage broker matching borrowers with lenders from their network. Revenue generated through loan origination fees, interest rate spreads, and potentially volume-based lender incentives.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Home Financial is a residential mortgage lender that originates purchase and refinance home loans through its network of multiple wholesale lenders. It offers conventional, FHA, VA, USDA, ARM, and HECM reverse mortgage products with customized loan terms ranging from 8 to 30 years, supported by an online application portal and mortgage calculator tools. The company serves Ohio homebuyers, homeowners, self-employed borrowers, real estate investors, military/veterans, and seniors aged 62 and older.

Product overview

Home Financial is a mortgage lending company offering a comprehensive suite of home loan products. The core portfolio includes Conventional Loans, Adjustable Rate Mortgage (ARM) Loans, FHA Loans, VA Loans, USDA Loans, and Reverse Mortgage Loans (HECM), all accessible through a network of multiple lenders. Supporting these loan products are digital tools including Standard Mortgage Calculator, Affordability Calculator, Refinance Calculator, and Amortization Calculator, along with an Online Mortgage Application platform. The company serves both purchase and refinance needs with customized loan terms ranging from 8 to 30 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Conventional Loans

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Movement Mortgage: Movement Mortgage is a retail lender with a relationship-driven loan officer model and a broad product suite, offering similar purchase and refinance programs to Home Financial's book of business.
• Fairway Independent Mortgage Corporation: Fairway is a large retail mortgage lender and broker with a similarly distributed loan officer model, broad product menu (conventional, government, jumbo, reverse), and a relationship-led sales motion that directly mirrors Home Financial's approach.
• Guaranteed Rate: Guaranteed Rate operates a national retail and wholesale mortgage platform with comparable conventional, FHA, VA, and ARM products, and competes for the same purchase-focused borrower.
• American Pacific Mortgage: American Pacific Mortgage is a regional retail mortgage lender with similar broker-style branch operations, broad product offerings, and a relationship-driven model targeting purchase and refinance customers.
• NewRez (New Residential Mortgage): NewRez is a retail and wholesale mortgage lender offering conventional, government, and reverse mortgage products via loan officers, with a comparable product breadth and origination focus.

Broad incumbents

• loanDepot: loanDepot is a national mortgage lender and broker operating retail, wholesale, and consumer-direct channels with conventional, government, and refinance products that overlap entirely with Home Financial's offerings.
• United Wholesale Mortgage (UWM): UWM is the largest wholesale mortgage lender in the U.S. and a likely upstream counterparty for brokers like Home Financial, while also offering competitive products that affect broker economics directly.
• Rocket Mortgage: Rocket Mortgage is the largest U.S. retail mortgage lender with a digital-first origination platform, broad product suite, and consumer-direct marketing that competes for the same Ohio borrowers as Home Financial.

Emerging players

• Better.com: Better.com is a digital-native mortgage lender with a fully online application flow that competes for the same self-serve borrower and pressures broker-led origination models.

Regional players

• Cardinal Financial Company: Cardinal Financial is a regional retail and wholesale mortgage lender with comparable product breadth (conventional, FHA, VA, USDA, reverse) and a loan officer model, operating primarily in adjacent Midwestern markets.

Market position

Strengths5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/home-financial

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Home Financial