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”).