Our Founding Story

Founder and CEO Brian Hardecker was inspired to start Truehold after witnessing his grandfather, Poppy, struggle to live at home and afford the care he needed as he got older.

Brian noticed that for many seniors like Poppy, homeownership, once a source of joy, often becomes a barrier to a better life as financial, physical, and lifestyle changes emerge.

This leaves them with a difficult choice: move to improve their financial or physical situation, or continue to struggle in the place they love?

Brian strongly believed that there had to be a better option, one that doesn’t require older homeowners to choose between their health and their home. So he set out to create one.


Our Mission

Truehold believes getting access to the hard-earned equity you’ve built in your house shouldn’t also mean taking on debt.

Whether it’s moving to a new place, building a dream home, consolidating your finances, launching a new business, navigating personal changes like divorce, or simply seeking freedom from the responsibilities of homeownership, we meet the diverse and wide-ranging needs of our current and prospective residents.

Through it all, our goal remains unchanged: to provide flexibility, financial freedom, and peace of mind to ever more American homeowners.


Our History

Since launching in July 2021, we’ve helped more than 1,100 households access over $200 million in equity and keep living at home. Our rapid growth has confirmed the necessity of this new option in our communities.

Our services are currently available in St. Louis, Kansas City, Cleveland, Cincinnati, Columbus, Akron, Dayton, Pittsburgh, Indianapolis, Oklahoma City, Tulsa, Lexington, Louisville, Albuquerque, Charlotte, Atlanta and Dallas.

Inspired by our residents’ enthusiasm and belief in our mission, we’re committed to bringing our service to homeowners across the country.

Follow our history through the media.


Our Team

Our team of over 100 real estate professionals, customer experience specialists, brand builders and product innovators are all united by our shared commitment to help people live int the places they love with more financial security and fewer hassles.

Meet a few of our team members, and see how their unique experiences contribute to our holistic solution.

Charles Newman headshot

Charles Newman

Director of Real Estate Operations

Charles helped build a Single Family Rental Platform to analyze, renovate, lease and manage roughly 2,500 homes.

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Eachan Fletcher headshot

Eachan Fletcher

Chief Product Officer

Eachan has over two decades of experience in technology roles at large companies and high impact startups.

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Rachel Arendse headshot

Rachel Arendse

Senior Director of Finance

Rachel has over a decade of experience in finance roles throughout the real estate industry, spanning multifamily, coliving and SFR.

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Greg Matthews headshot

Greg Matthews

Vice President of Engineering

Greg has over 20 years of experience in building user-focused technology solutions and building high performance teams.

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Connie Adams headshot

Connie Adams

Chief Sales Officer

Connie worked in the senior care industry for 17 years and helped build the largest referral agency in the US.

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Anna Mayer headshot

Anna Mayer

Senior Director, Growth Marketing

Anna ran paid acquisition at Handy Technologies and worked as a GTM marketing consultant for a NY-based SFR company.

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Ready to get started? 

Get in touch with a Truehold Advisor today!

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