Guaranteed Rate, the Chicago-based mortgage lender and digital financial services provider, has rebranded to become known simply as “Rate.”
In a press statement, the company said “Rate” signifies “a unified brand across all products and services, emphasizing simplicity and ease of use.” The rebranding process will be gradual, the company stated, adding the process will be followed by an expansion of products and services including reverse mortgages, home equity, personal lending, and homeowners insurance.
“Rate’s rebrand is more than just a name change; it represents a new era of growth and innovation,” said CEO Victor Ciardelli. “The company remains dedicated to delivering high-quality service and leveraging cutting-edge technology to improve the mortgage experience for all. This transition to ‘Rate’ marks a significant milestone in our company’s evolution. For over two decades, we’ve 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.”
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