"The rebrand follows new ownership and leadership appointments in the past two years. The company said it has since expanded its digital tools and streamlined its operations to create a more customer-centric experience. We've evolved, and so has our brand, said Robert Pieklo, CEO and president of eLEND. While our name and look are changing, our commitment to brokers, borrowers, and service-first lending remains unwavering."
"eLEND reflects the modern, innovative, and efficient mortgage experience we deliver every day. AFR Wholesale has been renamed as eLEND TPO, which the company said will continue to support third-party originators with programs and tools aimed at improving efficiency. Leadership, values and pricing remain unchanged under the new brand. The company described the rebrand as the start of an exciting new chapter focused on modernizing the mortgage process while maintaining the relationships and expertise built under the AFR name."
AFR Wholesale has been renamed eLEND TPO following new ownership and leadership appointments over the past two years. The company expanded its digital tools and streamlined operations to create a more customer-centric experience for brokers and borrowers. Leadership and values remain unchanged, and pricing will not be affected by the rebrand. eLEND positions itself as a modern, innovative, and efficient mortgage experience delivered daily. eLEND TPO will continue to support third-party originators with programs and tools designed to improve efficiency while preserving the relationships and expertise developed under the AFR name.
Read at www.housingwire.com
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