Guaranteed Rate Rebrands to Just ‘Rate’ as it Expands Products and Services


Guaranteed Rate is undergoing a major rebranding to reflect the company’s commitment to innovation in the fintech and mortgage industries. 

The company is dropping the word “Guaranteed” from its name and moving forward will be known simply as “Rate.”

“Rate’s rebrand is more than just a name change; it represents a new era of growth and innovation,” says Victor Ciardelli, CEO of Rate, in a release. “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,” Ciardelli adds. “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.”

The new name, “Rate,” is a concise, modern identity that encapsulates the company’s mission to provide efficient and straightforward financial solutions powered by best-in-class technology.

It reflects a unified brand across all products and services, emphasizing simplicity and ease of use.

From launching the first digital mortgage application to implementing AI-powered underwriting, Rate continues to set industry standards. The rebrand reinforces the company’s position as a fintech leader and commitment to constant innovation.

As “Rate,” the company will continue to expand its range of financial products and services, including reverse mortgages, home equity, personal lending, and homeowners insurance.

This expansion is part of Rate’s strategy to integrate technology across comprehensive financial solutions that meet the evolving needs of its customers.

The rebranding process will be gradual, with updates to all company materials, including the website, social media channels, and customer communications. It will not affect current operations or mortgage loan officer (MLO) licenses.

Photo: Rate

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