Fintech
Guaranteed Rate Announces Rebranding to “Rate” to Streamline Customer Experience and Solidify Fintech Leadership
CHICAGO, July 9, 2024 /PRNewswire/ — Guaranteed Rate, a leading provider of financial services to the mortgage industry, is pleased to announce a major rebranding initiative. Effective immediately, the company will be known simply as “Rate.” This change reflects the company’s commitment to innovation, simplicity and a seamless customer experience in the fintech and mortgage industries.
“The Rate rebrand is more than just a name change; it represents a new era of growth and innovation. The company remains committed to providing high-quality service and leveraging cutting-edge technology to improve the mortgage experience for everyone,” said Victor Ciardelli, CEO of Rate. “This transition to ‘Rate’ marks a significant milestone in the evolution of our company. For more than two decades, we have been at the forefront of technological advancements in the mortgage industry. Our new name is a natural progression that aligns with our mission to simplify and modernize the mortgage process for our customers and partners.”
The new name, “Rate,” is a concise, modern identity that encapsulates the company’s mission to provide efficient, simple financial solutions powered by best-in-class technology. It reflects a unified brand across all products and services, emphasizing simplicity and ease of use. From launching the first digital mortgage application to implementing AI-powered underwriting, Rate continues to set industry standards. The rebrand reinforces the company’s position as a fintech leader and commitment to constant innovation.
The move to “Rate” signals the company’s move to make the mortgage process even faster and more efficient for both homebuyers and loan officers. Customers can expect faster approvals and a smoother path to closing, while loan officers will benefit from reduced red tape and increased efficiency.
As “Rate,” the company will continue to expand its range of financial products and services, including reverse mortgages, home equity, personal loans, and homeowners insurance. This expansion is part of Rate’s strategy to integrate technology into comprehensive financial solutions that meet the evolving needs of its customers.
Transition details
The rebranding process will be gradual, with updates to all company materials, including the website, social media channels, and client communications. Importantly, the rebranding will not impact current operations or mortgage loan officer (MLO) licenses. Clients and partners can expect the same high level of service and support during and after this transition.
Rate information:
Rate is a leader in mortgage lending and digital financial services. Headquartered in Chicago, Rate is the second-largest retail mortgage lender in the United States, with more than 850 branches in all 50 states and Washington, D.C. Since its launch in 2000, Rate has helped more than 2 million homeowners with home purchase loans and refinances. The company has solidified itself as an industry leader by introducing innovative technologies, offering low rates, and providing unmatched customer service. Honors and awards include NerdWallet’s 2023 Best Mortgage Lender for First-Time Homebuyers; HousingWire’s Tech100 Award for the company’s industry-leading FlashClose℠ digital mortgage platform in 2020, MyAccount in 2022, and Language Access Program in 2023; #2 in Scotsman Guide’s 2022 Best Retail Mortgage Lenders; Scotsman Guide Top Originators for 11 consecutive years; Chicago Agent Magazine’s Lender of the Year for seven consecutive years; and Chicago Tribune’s Best Places to Work list for seven consecutive years. Visit evaluate.with for more information.
SOURCE Rate