'Broker-owned bank' rebrands itself

'Broker-owned bank' rebrands itself

The company that some brokers consider the industry’s first “broker-owned bank” has been given a new identity, marking the next step in establishing its brand in Canada.

"Renaming MonCana Bank to CFF Bank is the next step for Canadian First Financial Group and the new type of financial organization we are bringing to Canadians," Peter Vukanovich, president and CEO of Canadian First Financial said in a statement. "CFF Bank will deliver one-stop shopping convenience to Canadians.”

Canadian First Financial officially announced the acquisition of MonCana Bank in October.

“First and foremost, by combining the power and expertise of Canadian First Financial and MonCana Bank, mortgage brokers now have a stronger lender partner that is focused on supporting their core mortgage business,” Karl Straky, founder & chief commercial officer of Canadian First told MortgageBrokerNews.ca at the time. “In a time of change when lenders are entering and exiting the channel, I believe that all mortgage brokers should be very excited when any lender that supports the industry gets bigger and better.”

To become bigger and better, Canadian First Financial is dedicated to growing the CFF brand in Canada and this rebrand is the first big move.

“Today's official unveiling of the CFF brand, logo and website marks the next step in our emergence as an important alternative for financial solutions for our Canadian customers,” Vukanovich said. “We are excited to continue to build the CFF brand in Canada."