Amerihome Financial Rebrands as Homeside Financial

Mortgage & Real Estate

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Amerihome Financial in Columiba, Md., has changed its name.

Effective immediately, the mortgage lender will be known as Homeside Financial. The company said in a press release Tuesday that the name change is part of a long-term strategy to distinguish itself from competitors.

“We have operated successfully under the name Amerihome since launching the company, but as we continue our pursuit to be a top 100 lender nationally, it is important to have a unique brand name,” said Michael Baynes, Homeside Financial’s co-founder and CEO, in the release.

“We will be the only mortgage banker nationally operating under the name Homeside, and that is appealing.”

The company will launch a nationwide branding campaign in the first quarter of next year.

In adopting the Homeside brand, the company is taking the name of a former lender that, nearly 15 years ago, made national headlines for recording nearly $2.2 billion in writedowns. That company, based in Jacksonville, Fla., was purchased in 2001 by Washington Mutual, which failed during the financial crisis and is now part of JPMorgan Chase.

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