Citizens Financial was born from a choice to take the road less traveled.
In the early 2000s, our founder, Greg Ritchie, was just beginning his journey in mortgage lending. Rather than chase luxury listings or glamorous transactions like many in Los Angeles, Greg made his way to the VA Medical Center in Westwood, California. There, inside a federal building crowded with America’s servicemen and women, he offered something rare: his time. He sat with veterans, explained their VA benefits, answered questions no one else would, and helped them explore paths to homeownership that had once seemed out of reach.
Inspired by Robert Frost’s “The Road Not Taken,” that decision to serve instead of sell became the founding philosophy of Citizens Financial: To serve those who serve. And over the last 19 years, that purpose has never changed.
Our Mission
We exist to guide and empower Californians to own their homes with clarity, confidence, and care, especially those who keep our communities safe, healthy, and strong. From CDCR officers and teachers to nurses, military personnel, and first responders we specialize in turning gratitude into action by offering smarter mortgage solutions built around real people, not just loan profiles.
But make no mistake: We serve everyone.
first-time buyers, growing families, retirees, self-employed entrepreneurs, and million-dollar move-up clients. Whatever your situation, we help you win with education-first guidance, tailored programs, and deeply local service.
What We Offer
- Full-spectrum mortgage programs: FHA, VA, Conventional, DSCR, ITIN, Reverse, Jumbo, Bank Statement, and Down Payment Assistance
- Mission-driven guidance: Personalized strategies designed for every stage of your financial journey
- “High-Touch Meets Financial Tech”: A boutique experience backed by smart systems and seamless digital tools
- Live & Local Teams in Northern and Southern California: You won’t get a call center you’ll get people who care
Why It Matters
Most mortgage companies talk about rates. We talk about our lives.
Because behind every loan is a parent, a protector, a provider, a dreamer. We don’t just fund home loans, we build lasting relationships and help people write new chapters for themselves and their families.
We are The Badges Broker. And whether you wear a badge or simply want to own a home with confidence we’re here to walk the road with you.
