Respect – to all communities and individuals, regardless or identity or socioeconomic status
Accountability – to our borrowers, partners, and ourselves. Honesty and transparency are embedded in accountability
Innovation - finding new ways to bridge financing gaps, whether through in person initiatives or community partnerships, or through financial technology with our proprietary software E1L
Brand Personality
Friendly/accessible
Professional
Brand Drivers
Only CDFI in CA with certified Tagalog speakers
Over 20 years in the community, having physical and virtual presence in both SoCal and NoCal
Only CDFI with proprietary software technology allowing for fully virtual loan processing
Brand Vision
To create a future where economic opportunity is universally accessible and equitably distributed.
Brand Mission
to be preferred conduit of economic empowerment for low- and moderate-income families and communities. This includes increased sustainable and responsible homeownership for low to moderate income families and technical assistance, marketing and outreach for small business development, minorities and veterans, as well as advocating for low to moderate income communities on a broad range of consumer issues before governmental bodies.
To support the overall health of low- and moderate-income communities by providing financial assistance and technical support to homeowners, small and minority-owned businesses and organizations in any manner possible, including financially, culturally, physically, through services, loans, grants, investments and by collaborating with other organizations
To acquire, own, plan, develop, construct, operate, maintain and improve low-income and affordable residential housing, related facilities, and services for residents of support and create affordable housing, preserve and revitalize communities, and protect and ensure the well-being of the residents.
