As long as the products are considered "nontraditional," then I think it applies. It doesn't matter that you fund and immediately sell them. If you are regulated by one of the agencies that issued the guidance, then I think they will expect you to review the way you underwrite such loans and the way you market the product. You would need to ensure that your underwriting guidelines address the new guidance and you need to develop some disclosures to provide to applicants for such products that clearly explain the way the products work and the payment shock risk.
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Opinions expressed are my own and not necessarily those of my employer. They are not legal advice.