Home First Finance Company

Home First Finance Company (HFFC) is an Indian housing finance entity established in 2010, carving a niche in the affordable housing segment. The company was founded by a trio of seasoned professionals: Jaithirth 'Jerry' Rao, former chairman of Mphasis; P. S. Jayakumar, former CEO of Bank of Baroda; and Manoj Viswanathan, who has an extensive background in consumer lending with Citigroup. This founding team combined deep experience in banking, technology, and entrepreneurship to target a traditionally underserved market. Viswanathan currently leads the company as Managing Director & CEO.

HFFC operates as a technology-driven financial services provider, focusing on first-time homebuyers in the low and middle-income demographics. Its primary clientele consists of salaried individuals working in junior positions or for smaller firms, and self-employed small business owners, many of whom are new to credit. The company's business model hinges on making homeownership accessible through a streamlined, technology-enabled process, offering loan sanctions in as little as 48 hours. Revenue is generated from interest income on its portfolio of loans. The company leverages diverse lead generation channels, including partnerships with contractors, architects, and developers, as well as direct marketing activities and customer referrals.

The product suite is tailored to its target market, with housing loans for purchase or construction forming the bulk of its gross loan assets. HFFC also provides loans against property, home extension and renovation loans, and loans for purchasing commercial shops. A key feature is the small average ticket size of its loans, which aligns with the affordable housing focus. The company has built a significant presence across India, with a network of branches in states like Gujarat, Maharashtra, Karnataka, and Tamil Nadu. Since its inception, HFFC has achieved several key milestones, including turning profitable in 2014 and securing investments from firms like Bessemer Venture Partners, Tata Capital, True North, and Warburg Pincus. A significant event in its history was the Initial Public Offering (IPO) in January 2021, which was oversubscribed 26 times, leading to its listing on the Bombay Stock Exchange and National Stock Exchange.

Keywords: affordable housing finance, home loans, mortgage loans, first-time homebuyers, low-income housing, middle-income lending, property finance, housing finance India, construction loans, renovation loans, loan against property, financial services, salaried home loans, self-employed loans, digital lending, NBFC, housing finance company, home equity, real estate finance, Jaithirth Rao, Manoj Viswanathan