In a crowded marketplace where both new and established businesses compete for clients and premium advertising space, what does it take to run a business that rises above the fray? Enter Kendra Rommel and David Rosenberg, industry veterans who co-founded Futures Financial. Headquartered in Tustin, California, Futures is a private money lender backed by private wealth that draws on its founders’ combined three decades of knowledge and experience in lending, asset management, fund management, and capital markets. Rommel and Rosenberg sat down with Originate Report to discuss how the group strives to deliver concierge-based, quick-to-close solutions, consistent quality performance, and trusted fund management with a variety of business purpose products.
Rommel, who started her career as a loan officer for Coast Security Mortgage at 17-years-old, has worked as an operations manager, funder, post closer, and processor throughout California. For the last decade, she has created a no-nonsense, honest reputation through her consistent top performance in asset management and the private lending space.
Rosenberg started his career at Countrywide Home Loans, averaging over $10 million in monthly transactions. He has since built a credible reputation for raising and maintaining capital of private wealth individuals in and around Southern California, demonstrating a strong performance and track record of close to zero defaults and 100% capital returned at committed targets or higher.
“David and I have been friends for several years, and our synergy started as a friendship instead of doing substantial business together. I sank my teeth into the idea that David and I could change how private lending is done. We knew we could dominate with our divergent backgrounds, so Futures was born,” Rommel said.
When thinking about the building blocks that comprise a successful venture – and drawing upon previous experience with products such as bridge loans, ground-up construction, and long-term loans – Rosenberg told us it is difficult to underestimate the value of a high-functioning operations team.
“We are still very boutique and very hands-on, and that comes with starting a new venture,” Rosenberg stated. “We are physically calling our clients once they close to confirm they have the adequate information to manage their draws and make repayment. That is just one example. But from day one, our core group has been capable of pushing files through, executing with urgency, and growing Futures.”
This core group, Rosenberg noted, has allowed Futures to set itself apart from the crowded lending space. “Another aspect that sets us apart is our steadfast interest in aligning with the borrower,” he emphasized. “We want to see the borrower succeed, and that comes with involving ourselves in every step of the process. One of the most talked about topics right now is differentiating yourself in this market and navigating shifts in the playing field. Our focus on white glove service has already created a distinct image of the Futures brand.”
Rommel and Rosenberg agreed that there is no replacement for truly putting in the work to build a credible reputation. “To me, credibility boils down to being transparent and honest with everyone,” Rosenberg explained. “Trust builds on your track record of doing what you say you will do, transparency when communicating, and delivering what people expect or more.”
Likewise, Rommel mentioned: “We have been able to secure great capital partnerships coupled with a fantastic client base. What those partnerships do is allow us to show up as the best versions of ourselves. Understanding the objectives and the expected deliverables of our capital partners, our internal teammates, and our broker or retail partners enables us to tackle each day with a clear vision and the opportunity to act and execute in a way that exemplifies our core values.”
This transparency begins before the proverbial (or literal) shovel meets the dirt. “As far as the external communications to borrowers go, everyone seems to think that they have the best deal, quickest crew, and everything figured out,” Rosenberg explained. “It is important to listen, first and foremost, but given the many factors that go into the timeline and associated costs for a project, it is important to be a resource. You do not want to skew negative but setting expectations can save a lot of headaches and wasted resources down the road.” Rosenberg takes special pride in moving draws and/or opportunities along, quickly utilizing his extensive knowledge and experience in construction.
In terms of business model, Rommel and Rosenberg infused a progressive approach by employing a two-pronged capital structure. Boasting both origination and asset management platforms, the team can pivot quickly between the two in response to the ever-changing market. This is good news for their internal and external clients because, in challenging times, Futures can maintain production and profitability, further building their reputation in the industry as a reputable and trustworthy private money lender.
What lies ahead for Futures? “Hard work, grit, discipline, consistent persistence, growing partnerships, many thank you’s, and lots of gratitude and prayers,” Rommel answered.
“Between the two of us and our team’s individual strengths, we have created Futures to be a completely robust and diverse lending platform, creating the best user experience externally and within our team. The market is changing, and Futures knows how to work within these changes efficiently and effectively with client satisfaction as their top priority, truly embodying exemplary service.” Both co-founders agreed on one fact: their partnership, along with a growing, talented crew, will lead to the continued success of their brainchild.
Futures Financial offers services that include bridge loans, fix and flip loans, ground-up construction, and DSCRs. If you would like to learn more about the Futures team and the services offered by the group, visit futuresfinancial.com. If you are interested in being part of the growing team or want to know more about their loan programs, contact info@futuresfinancial.com. For inquiries about investment opportunities, contact at invest@futuresfinancial.com.
