TORONTO, June 11, 2018 /CNW/ - Effective today, Equity Financial Trust continues operations as a federally regulated Schedule 1 Bank and is changing its name to Haventree Bank. The name Haventree Bank represents a distinct new positioning in the Canadian lending market where customers can plan their financial future with confidence.
"Over the last twelve months, we have invested in research to identify not just how others saw us but how we saw our future selves," said Michael Jones, President and CEO of Haventree Bank. "Focus groups were conducted with our brokers, borrowers and employees. The product of that exercise has led us on a new strategic path that begins with the rebranding of our company."
"Operating as a bank will provide us with a significant competitive advantage. Haventree Bank will continue to innovate new products and deliver a digital presence to clearly identify our company to its customers, the deposit broker channel and the mortgage brokerage community."
Haventree Bank continues to be a member of the Canada Deposit Insurance Corporation ("CDIC").
About Haventree Bank
Haventree Bank is a federally regulated Schedule 1 Bank that provides residential mortgage solutions and GIC investment options. Haventree Bank originates mortgages through the mortgage broker channel and is a member of the Canada Deposit Insurance Corporation ("CDIC"). Our goal is to become Canada's alternative mortgage lender of choice. We truly believe our current and future success is based on one factor – our people.
SOURCE Haventree Bank
For further information: Michael Jones, President and CEO, Haventree Bank, [email protected]