Tustin, CA-based New American Funding has originated reverse mortgages since 2012, but it’s only been during the past two years that the company has bolstered its sales force and ramped up production.
According to Reverse Market Insight, NAF ranked as the 24th largest HECM retail lender in the country at year-end 2024, having increased sales by 58 percent.
The person directly responsible for this remarkable growth is Shannon Robinson, senior vice president, Reverse Mortgage Division, who joined the company in January 2023.
Previously, Robinson served in a variety of roles, including vice president, Strategic Sales and Execution, at American Advisors Group (AAG) and director, Field Operations and Sales Operations, at PHH Mortgage dba Liberty Reverse Mortgage.
Reverse Mortgage magazine sat down with Robinson to talk about NAF and its journey to become a Top 30 lender in the HECM space.
Reverse Mortgage: How did you get your start in reverse mortgages?
Shannon Robinson: I began my career in traditional mortgages about 20 years ago at Summit Funding, where I worked at the front desk. Every day at 2:00 PM, I would bake cookies to prepare for the evening rush. As clients arrived, I would offer them a cookie and have them fill out a form to determine if they were looking to purchase a home or refinance a mortgage. After two years, a top producer who had taken me under her wing reached out to see if I would be interested in joining a startup reverse mortgage company called Liberty Reverse Mortgage. Her husband, who managed training and development for that company, invited me to join their team to support the field sales division. Everyone worked remotely, a concept I was unfamiliar with at the time, as I was used to loan officers working in an office. Whenever someone called, I was ready to do anything that was needed, whether it was ordering business cards, providing system support, or running down the hall to processing. That’s how it all started.
RM: How has NAF’s reverse division changed under your leadership?
SR: When I arrived, a small team was already in place to manage the reverse mortgage business. During my first meeting with Christy Bunce, the president of NAF, she shared the vision that she and NAF’s co-founders and CEOs, Rick and Patty Arvielo, had for the reverse mortgage team, which included ambitious plans for growth and scale. Having previously worked at AAG, where we expanded from 50 to 250 loan officers, I was well-versed in managing such growth. The existing team at NAF consisted of five to six loan officers who had done a great job, but their impact was limited. After I joined, the team was reduced to three loan officers. However, I am proud to say that by January 2025, our sales team had grown to 60+ loan officers, and we are now fully operational in all 50 states. We have also established a dedicated processing division for reverse mortgages and continue to hire talented and experienced individuals, such as Jessica Yee, whom I worked with years ago. She’s a pioneer in the reverse space with exceptional talent and experience to support our growth and expansion.
RM: How many people do you oversee in the reverse division? Does NAF have a national retail footprint for reverse or is it more regional in scope?
SR: In addition to our 60+ loan officers, who are evenly distributed across the West, Midwest, and East Coast, we have 20 more team members in various roles. Our regional vice presidents and sales leaders are Barbara Sica, Dennis Loxton, and Mike Hicks. Paul Kanik, vice president, Sales Operations, is a dynamic leader supporting various initiatives to ensure consistent success across all channels. Lorraine Geraci serves as our talent acquisition and business manager and helps with continuing education. Faith Stewart, director, Reverse Secondary Marketing, plays a pivotal role in optimizing and shaping pricing strategies to ensure competitive and profitable offerings. Currently, our platform is retail-only. Between our call center and retail sales force, we have a strong and capable team in place.
RM: HECM production industrywide dropped 20 percent in 2024, yet you had a banner year. What contributed to NAF’s success?
SR: I credit Rick, Patty, and Christy for providing a platform for success. They had a strong foundation in place when I joined, and all I needed to do was build on it and bring in additional team members. Paul Kanik, with 15 years’ experience, assists and supports loan officers. Lorraine Geraci, with over 20 years of training experience, has been a key addition. Mike Hicks, with his extensive sales background from previous mortgage companies, has significantly expanded our West Coast presence. Dennis Loxton, another expert in the field, has brought new talent to our central division. Barbara Sica leads our East Coast efforts. These veteran sales leaders have been instrumental in our growth and success. We understand what loan officers need: they want to be in front of clients and referral partners. As sales leaders, we provide those opportunities. We have also educated and partnered with NAF’s forward loan originators. For those who may not be familiar, the “forward side” refers to traditional mortgage lending, as opposed to reverse mortgages. We have a consumer direct division dedicated to the forward side, where team members have phone conversations with clients who might ask about reverse mortgages. Working closely with marketing and the forward division, the team at NAF is very supportive of the reverse mortgage business. NAF has a strong family-oriented culture, and I feel that support. These partnerships are driving our continued growth and success.
RM: What distinguishes NAF from other mortgage companies?
SR: Culture is the heartbeat of our organization. At NAF, we are committed to creating a great place to work where people thrive and are passionate about offering mortgage solutions and recommendations to clients. We live by this philosophy and focus on the success of our team members. We seek to hire individuals who truly resonate with our culture and what we have to offer. If you’re driven to build relationships, teach, and collaborate with our forward mortgage team, there’s a platform here for you. We value an entrepreneurial spirit and encourage our team members to run their own businesses. We provide a supportive platform with marketing tools, referral opportunities and strong partnerships. This family-oriented culture extends not just to our reverse mortgage team, but throughout the entire organization.
RM: You’ve been running the reverse division for two years. What important lessons have you learned?
SR: I am part of an incredible leadership team in both forward and reverse mortgages. I have learned the value of building strong relationships, navigating challenging decisions, and motivating loan officers in a challenged rate environment. I’ve learned the importance of asking questions. Everyone participates, cheers each other on, and genuinely wants to see everyone succeed. While I don’t have all the answers, I know how to collaborate with others within the business to find the solutions I need. We’re a team, and everyone plays their best role to build on what we’ve already achieved.
RM: What goals do you have for 2025?
SR: In 2025, my personal goal is to continue growing alongside those who share my passion for NAF. If you want to be part of our team, you’ll recognize the incredible opportunities we offer. But it’s a two-way street—job candidates also have the chance to interview us. We’re confident that they will be drawn to our culture and the exceptional people they meet here. For me, it’s all about growing with the best teammates who see the potential to thrive in their communities, collaborate with our branches, and capitalize on the opportunities NAF provides while building their own businesses. It’s a fantastic company to be a part of.
