Giniel Financial Group Profile

Giniel Financial Group logo.

Giniel Financial Group is a mortgage and finance company making it easy for business owners and the self-employed to get a mortgage. 

Founder(s): Greg Giniel II

Industry: Real Estate

Founded in: 2016

Location: Ann Arbor, Michigan

Interview With Greg Giniel

Describe your product or service:

“Residential Mortgage Services”

Describe your company values and mission:

“Clients First / Simply Easy / Better Everyday / Family / Fun”

How are you funded? I.e. type of funding, number of funding rounds, total funding amount.


How did you come up with and validate your startup idea? Tell us the story!

“I worked in the industry as a loan officer and felt I could deliver a better customer experience.”

How did you come up with your startup’s name? Did you have other names you considered?

“Our name embodies where we are heading, not just mortgages.”

Did you encounter any roadblocks when launching your startup? If so, what were they and what did you do to solve them?

“Too many to list. I’m in a very regulated industry.”

Who is your target market? How did you establish the right market for your startup?

“B2B real estate agents, other loan officers, CPAs, and other professionals. B2C professional females 25-45 years old.”

What’s your primary marketing strategy?

“Referral marketing, outbound sales, and web.”

How did you acquire your first 100 customers?

“Referral marketing.”

What are the key customer metrics / unit economics / KPIs you pay attention to to monitor the health of your business?

“Loan submissions, closings, BPS per loan, average days to CTC, and revenue.”

What’s your favorite startup book and podcast?

“‘Traction’ by Gino Wickman.”

What is a song or artist that you listen to for motivation?

“Taylor Swift”

Is there a tool, app, or resource that you swear by to help run your startup?


What is something that surprised you about entrepreneurship?

“I knew it would be a LOT of work; I just didn’t understand how much ‘a lot’ was.”

How do you achieve work/life balance as a founder?

“I have four boys, and I’m married, so this is important to me. I work four days a week.”

What is a strategy you use to stay productive and focused?


When did you know it was time to quit your day job to focus on your startup?

“When I worked for a company who denied 20% of my loans I submitted. All of them closed elsewhere.”

What was your first job and what did it teach you?

“Bus boy [at] Mr. Chicken. Being the owner looked like it was more lucrative.”

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