Established in 1948. Family-owned and operated over five decades, Rose Financial is a bonafide lender/creditor with in-house decision making and underwriting. The company makes and services residential and commercial real estate loans for a broad range of consumers in California. Located in the City of Orange, Rose Financial began in 1948 under the name of City Finance Plan. Larry Rose, Sr. purchased the company in 1978 and between 1983 and 2001, hired four of his five sons to work for him. Today, Rose Financial is owned and operated by brothers, Jeff and Wes Rose. In 2014 Rose Financial moved to its current location in Orange, CA and continues to serve Southern California borrowers with personal care and attention.