Growth by a third
Its loans rose 34%, to 3,064, against 12% for similar lenders (independent non-bank lenders making between half and twice as many loans) and 10% for the whole market. That ended four years of decline from its 2020 peak of 9,241.
Applications / Mortgage Analytics / Lenders / Louisiana / Assurance Financial Group
Assurance Financial Group
Baton Rouge, LA · Independent non-bank lender · CFPB · 3,064 loans in 2025
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3,064
loans originated, 2025
4,134
applications, 2025
27
states and territories
0
gaps bigger than at similar lenders
Our analysis, 2025
Assurance Financial Group, a non-bank lender in Baton Rouge, grew its loans by a third in 2025, faster than most similar lenders, and gained ground in Monroe and Shreveport.
Gains beyond Baton Rouge
In Monroe its share rose to 7.2%, from 5.4%, making it third of 181 lenders. In Shreveport-Bossier City its share doubled to 3.2%. At home in Baton Rouge it ranked 7 of 369 with 3.0%, a little below last year's 3.3%, perhaps because most of its growth came from other markets. United Wholesale Mortgage and GMFS lead there.
More rural-housing loans
Loans guaranteed by the Department of Agriculture's Rural Housing Service (RHS) made up 5.6% of its lending, more than at almost all similar lenders, where the share was 0.4%. Loans guaranteed by the Department of Veterans Affairs (VA) rose to 9.7%, from 6.6%.
Smaller loans, ordinary prices
Its typical loan was $235,000, smaller than at about nine in ten similar lenders, where it was $315,000. Its typical rate matched theirs at 6.62%. Its share of higher-priced loans (a rate well above the average for similar loans) fell to 2.0%, from 4.3%.
Similar lenders: same lender type, originations between half and twice the lender's in the data year. Written from the 2025 HMDA data and checked figure by figure against it.
FIG. 1 — LOANS ORIGINATED, 2018–2025
3,064 loans in 2025, against a peak of 9,241 in 2020.
Originated means the loan was made: applications denied, withdrawn or not accepted are not counted. Assurance Financial Group took 4,134 applications in 2025.
SOURCE: FFIEC HMDA, LOANS ORIGINATED (ACTION TAKEN: LOAN ORIGINATED)
FIG. 2 — PRODUCT MIX, 2025
82.8% of its 2025 loans were purchase loans; 58.4% were conventional loans.
Purchase 82.8% · Refinance 17.0% · Other 0.1% · Not applicable 0.1% · Home improvement 0.0%
Conventional 58.4% · FHA 26.3% · VA 9.7% · USDA (RHS or FSA) 5.6% · of 3,064 loans. Purchase: buying a home. Refinance: replacing an existing mortgage, including cash-out. FHA: insured by the Federal Housing Administration. VA: guaranteed by the Department of Veterans Affairs. Conventional: neither.
SOURCE: FFIEC HMDA 2025, LOANS ORIGINATED
Where it lends, 2025
27 states, 105 metros, 328 counties
| State | Loans | Share |
|---|---|---|
| Louisiana | 1,298 | 42.4% |
| Alabama | 793 | 25.9% |
| South Carolina | 288 | 9.4% |
| Georgia | 193 | 6.3% |
| Texas | 186 | 6.1% |
| Florida | 93 | 3.0% |
| Oklahoma | 42 | 1.4% |
| Pennsylvania | 38 | 1.2% |
| Mississippi | 37 | 1.2% |
| Massachusetts | 26 | 0.8% |
Largest metro areas, 2025
Loans originated
| Metro area | Loans |
|---|---|
| Baton Rouge | 367 |
| Birmingham | 223 |
| Monroe | 219 |
| Florence-Muscle Shoals | 190 |
| Shreveport-Bossier City | 186 |
| Lafayette | 183 |
| Houma-Bayou Cane-Thibodaux | 161 |
| Columbia | 119 |
| Augusta-Richmond County | 110 |
| Huntsville | 101 |
Identifiers
| LEI (Legal Entity Identifier, the global company code HMDA has used since 2018) | 254900ZX1UPIG2E7TH11 | 2018–2025 |
| RSSD (the Federal Reserve's identifier for banks and their parents) | 4184113 | 2010–2023 |
| Respondent ID (the HMDA filer code before 2018) | 7721505298 |
Established 29 May 2001. Reported under HMDA 2010-2025.
Mergers, name changes, data editions and corrections: Assurance Financial Group's data.
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