SELFi Mission

Accelerate Financial Independence 

We’re starting with mortgages, life’s biggest debt, but not stopping there.

Joe’s core values


I believe that customers should be able to see what I see. I believe that bad news should not wait.


I believe financial knowledge is the key to unlocking the best deals. For too long, mortgage companies have profited off borrower ignorance. We take the opposite approach and lift the curtain on mortgages.


I believe in choice. That consumers should have the option to get a mortgage on their own terms, whenever they want, and in return for being self-reliant, get the best possible deal.

Rocket Mortgage Top 20 Broker

SELFi was #17 of 10,000+ mortgage brokers with Rocket Mortgage in 2020

About Joe

Joe Starkey
Joe Starkey

Mortgage Coach & Realtor®

Joe started in the mortgage and real estate industry in 2005. His experience includes mortgage consultant, owner’s representative, affordable housing developer, and project manager. He is bringing the depth of that knowledge to his clients while leveraging the SELFi platform. Prior to launching his brokerage with SELFi, Joe was a mortgage consultant with Wells Fargo Home Mortgage. While at Wells Fargo he witnessed first-hand how the inefficiencies of a bank result in higher rates and fees and was inspired to find a way a better way.

Joe lives in Oakland, CA with his family. He had a degree in Business & Real Estate from the University of San Diego and a Masters in Urban Planning from San Jose State University.

You can email him at