Fairway Independent Mortgage is rebranding as Fairway Home Mortgage.
The Wisconsin-based lender has operated under its original name since its founding in 1996. But the company is ready for a change, its founder said.
Steve Jacobson, CEO of the firm, said the move "reflects a fresh look, a renewed perspective, a future-forward vision." He emphasized that it's more than a cosmetic change — it signals how the company is positioning itself for long-term growth.
"It represents our evolution, and our commitment to innovation, all while staying rooted in the values that have always defined Fairway," Jacobson added in a statement.
As of Thursday, the company's website has the updated title and a tagline in a large typeface that says "all roads lead to home."
Jon Tobias, president of branch production at Fairway, said the tagline doubles down on the organization's commitment to be a life-long partner for borrowers.
"With All Roads Lead Home, we're building a connected ecosystem that supports our clients through every step of their home journey — before, during, and long after closing. A solution that makes home feel like HOME," Tobias said in a statement.
The retail mortgage lender has future plans to highlight the brand revamp by rolling out initiatives on its website that will emphasize its connection to the concept of home, it said.
The creation of a connected ecosystem seems to be a business strategy on the minds of many players in the industry.
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