King & Lasso was founded in 2023 by Deion King, after he came home to New Bern following an injury that ended his service in the U.S. Army. His mother, Christy King, helped him pick up a camera and start documenting his hometown — and as his audience grew, so did a clearer purpose: to invest in the New Bern that raised him. The company is named for his family. So is the work.
Three principles guide every decision King & Lasso makes — across the buildings we restore, the homes we rent, the lounge we operate, and the causes we stand behind.
Loyalty
To New Bern first. To the people we work with, the tenants we serve, and the partners we build alongside.
Selflessness
We invest where investment is overdue, not where return is easiest. Community impact comes before company gain.
Service Above All
Every business under this name is here to serve the city. When the answer to “does this serve New Bern?” is yes, we move.
Deion’s measure of success is the lasting kind. He wants King & Lasso to be remembered as a trailblazer for financial literacy in New Bern, a steady supporter of the autism and Parkinson’s communities, and a way out of hard seasons for families who have been stuck in them. The legacy isn’t what the company owns. It’s what the city becomes because the company was here.