Embrace Home Loans Celebrates Decades of Success with New Name and Brand

Lender’s new identity to better reflect corporate vision, values

NEWPORT, R.I.--(BUSINESS WIRE)--Following years of success and outstanding customer satisfaction, Advanced Financial Services (AFS), now Embrace Home Loans, announced its new corporate identity under a new name. Embrace Home Loans is a prominent leader in the mortgage industry and a direct lender for Fannie Mae and Freddie Mac, approved by FHA and VA, and an issuer for Ginnie Mae.

“As unprecedented turmoil and irresponsibility have significantly impacted the industry, our personal and respectful approach to business has been validated as never before”

“As unprecedented turmoil and irresponsibility have significantly impacted the industry, our personal and respectful approach to business has been validated as never before,” said Kurt Noyce, president of Embrace Home Loans. “We now find ourselves in an enviable position with many opportunities for future growth, but our name hasn’t kept pace with that growth. We have not been available in all markets and we’re easily confused with many other financial services companies. So we decided to make a change with a name that defines not only what we do, but also what we care about.”

After more than 26 successful years in business, Embrace Home Loans’ new brand aims to support its strong values and commitment to provide outstanding service. Since its founding, the lender has helped hundreds of thousands of individuals purchase new homes, lower their monthly payments and consolidate high-interest debt.

According to Dennis Hardiman, CEO and founder of Embrace Home Loans, “Life’s best moments are often shared and celebrated with an embrace. When we first began as AFS in 1983, our values and the way we engaged customers were our greatest priorities. Today, more than a new name, Embrace is our way of reaching out to say ‘thank you’ to our customers, employees and friends for the support they’ve given. It’s in the spirit that we feel Embrace is exactly the company we’ve become, and we look forward to continuing to provide outstanding service to our customers for years to come.”

About Embrace Home Loans

Founded in 1983, Embrace Home Loans is a direct lender for Fannie Mae and Freddie Mac, approved by FHA and VA, and an issuer for Ginnie Mae. Embrace Home Loans has remained a prominent leader in the industry, having helped hundreds of thousands of individuals and their families purchase new homes, lower their monthly payments and consolidate high-interest debt since its inception. Embrace Home Loans’ unique customer-centric approach to lending has helped secure more than $2 billion in home loans since late 2008.

A member of the Mortgage Bankers Association of America (MBA), Embrace Home Loans is an Equal Housing Lender and an accredited business of the Better Business Bureau. Additionally, Embrace Home Loans has been recognized for its excellence in the workplace and devotion to community service through numerous local and national awards, reflecting the lender’s commitment to continued self-improvement. For more information, please visit www.embracehomeloans.com.