The change comes amid the platform’s plans to expand its retail capabilities
Mortgage banking firm CMG Financial has announced that it rebranded its digital down-payment platform to HomeFundIt to more accurately represent how it serves consumers and partners.
The company’s down-payment crowdfunding platform was previously called HomeFundMe.
The rebranding comes as HomeFundIt plans to introduce a new feature called UpIt later this year. The planned feature allows retail partners to contribute portions of online purchases to HomeFundIt campaigns. Platform users can increase or “up” their down payment savings every time they or someone in their network shops at participating retailers. HomeFundIt is currently assessing and building retail partnerships.
“CMG Financial is dedicated to finding innovative ways to fulfill underserved communities,” said Kim Callas, executive vice president at CMG Financial. “HomeFundIt gives real estate professionals the opportunity to stand out in an increasingly competitive housing market, enables companies to attract and retain top talent, and most importantly empowers home buyers and makes homeownership more accessible to a vast, often overlooked, creditworthy market unable to save for a down payment. Our goal is to empower responsible home buyers and put them in a more stable financial situation when it’s time to buy. We believe that there are many entities that share our beliefs and look forward to finding new ways to connect them to our service.”
