Guaranteed Rate Now Officially Just “Rate”

Guaranteed Rate announced the official launch of its rebrand, changing its name to “Rate” effective immediately.

The company says the change “reflects the company’s commitment to innovation, simplicity, and a seamless customer experience.” It recently posted the change on social media, debuting its new logo.

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

“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.”

Ciardelli previously told the Chicago Tribune that he has been working on changing the name for about four years, and noted that part of the decision was due to customers consistently misspelling “guaranteed.”

Its website domain and app are both already branded as “rate.”

The rebrand comes at a time of expansion for the company, which is working on producing a greater range of financial products and services, including reverse mortgages, personal lending, and homeowners insurance.

Transitioning to the new brand will involve a gradual process of updating company materials, its website, social channels, and customer communications. It will not affect operations or MLO licenses in any way.

Rate is a Chicago-based lending and digital financial services company with more than 850 branches across the U.S., serving all 50 states and Washington, DC.

In the last year, it has strengthened its offerings with programs like the Same Day Mortgage, 5 Minute Approval, a 1% down payment option, and educational events for prospective homebuyers.

Last month, dozens of former employees claimed the company fostered a toxic work environment.