New American Funding reveals rebrand

Move to align the brand identity of its group of companies

New American Funding reveals rebrand

New American Funding has confirmed a company rebrand as it moves into its second decade in business.

According to information provided by the company, New American Funding and its family of companies will roll out a full rebrand over the next several months, unifying the companies under a single brand – NAF.

The wholesale lender unveiled an updated logo designed to align the brand identities of the NAF family of companies and reflect the "unification of the quality, service, and reputation" of its subsidiaries.

"One of our main goals, when we founded this company 20 years ago, was to provide top-notch service to our customers at every turn," NAF co-founder and CEO Rick Arvielo said. "We have built our business on consistently delivering on that promise. That has helped us grow into one of the nation's largest lenders.

Last week, NAF announced its partnership with Uqual, a full-service loan-readiness company. The tie-up enables NAF to link its customers who would not otherwise qualify for a home loan to Uqual, which provides access to multiple services that could help borrowers improve key lending metrics.

"Now, as we evolve our business and become the mortgage company of the future, this is the perfect time to unveil a fresh brand identity," Arvielo said. "We feel this evolution will help people across the country discover what makes the NAF family of companies so unique and the numerous ways we can help people achieve their dreams."

The California-based company has more than 165 locations nationwide and specializes in several loan types, including conventional, FHA, VA, adjustable-rate, jumbo, reverse, home equity, USDA, non-QM, interest-only, and more.

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