Our Market

In 2015 U.S. Census data estimated there were 2.1 million senior households living in high value homes in the twelve coastal counties of California. Preliminary 2020 Census data indicated that by aging in place that number has grown to 3.5 million.  They estimate this aging in place process will grow that number to about 6 million by 2030 – the most of any state in America.  That is $28 trillion of available home equity. 82 of the top 100 high value home zip codes in America are located in these twelve coastal California counties.  (Coastal) California is the 5th largest economy in the world. This is NatEquity’s market because we live here, understand it and can serve the “House Rich Cash Poor” senior homeowners efficiently.

NatEquity’s initial market is the retired workforce who purchased homes in what were new suburban areas in coastal California in the 1960’s and 1970’s, areas where homes have appreciated substantially over time. These seniors have aged in place largely because of favorable California property tax law – Proposition 13, passed in 1978 – that freezes property tax increases irrespective of increased home value, until a home is sold. These house-rich retirees live on fixed incomes, and are too house-rich for a HECM reverse mortgage. With a NatEquity Contract, a homeowner with a $2 million FMV home can expect to receive $4,166 per month in tax-deferred income, cost of living adjusted at 2% annually – triple the $1,388 average Social Security or defined benefit s/he receives today.


After WWII progressive public policy in California made state college tuition free from 1960 – 1982. The then small number of universities, state colleges and community colleges were unified into a single system that has grown to 147 campuses. Today one eighth of the U.S. population lives in California, the 5th largest economy in the world. NatEquity’s market are senior homeowners living in single family coastal suburban homes that have not been on the market for 35-45 years but will be resold over the next 10-years. California’s prosperity owes much to its appeal as a destination for worldwide companies pursuing innovation, especially in the technology and health-care industries. Of the 5,440 corporate locations in the state, 17 percent are research and development facilities, according to data compiled by Bloomberg. These companies are almost all in coastal California’s ten diverse markets. That ratio easily beats the 10 percent for the U.S., China’s 13 percent, Japan’s 11 percent and Germany’s 16 percent.


NatEquity’s demographic are educated, independent thinkers who are careful and protective of their built-up home equity. They buy financial products because they have a need. Within specific collateral protection guidelines, NatEquity allows homeowners to determine their cash advance needs. Advances are tied to enhancing and protecting collateral. These uses may include modernizing a kitchen and baths, paying off a high cash outflow HELOC that has reset or replacing a roof.