A New Look, Same Commitment: Welcome to the New GMFS
From our very beginning over 25 years ago, GMFS has been about more than mortgages. We’re about milestones, memories, and meaningful moments. We believe that home changes everything—and it’s that belief that has guided every step of our journey.
Today, we’re proud to introduce a refreshed brand that better reflects who we are, what we stand for, and where we’re going.
Why We Rebranded
As our reach has expanded and our role in local communities has deepened, we recognized the need for a brand that speaks as clearly and confidently as we do—as caring professionals, trusted partners, and neighbors just down the street. Our brand refresh is designed to do just that:
- To remind people what makes GMFS different.
- To re-energize our presence with a new look that matches our purpose.
- And most of all, to reaffirm our purpose of Changing lives, one home at a time.
What’s New—And What Hasn’t Changed
The most visible change? Our visual identity—complete with a refreshed logo, welcoming colors, and redesigned websites that are easier to navigate and more helpful than ever.
But beneath the surface, we’re staying true to what’s always mattered:
- Clear, consistent communication that simplifies the mortgage process
- Personalized guidance from people who genuinely care
- Local understanding backed by industry knowledge and trusted resources
This isn’t just a new chapter in design—it’s a recommitment to the people and places we serve.
Powered by People—Inside and Out
This brand evolution is made possible by the people who’ve built GMFS into a mortgage leader—our internal staff, our leadership, and our marketing, operations, and support teams who work behind the scenes to deliver a service that feels personal and seamless.
And at the heart of every connection are our Account Executives, walking alongside clients every day. These are the people in your neighborhoods, attending your kids’ games, volunteering at local nonprofits, and working hard to turn homebuying dreams into reality.
Their passion and dedication are what bring our brand to life—and what turns a mortgage transaction into something transformational.
Let’s Make Home Happen
Alongside our new look, you’ll see a phrase that captures the spirit of this next chapter: Let’s Make Home Happen. It’s a simple promise—but one rooted in deep purpose. It reflects:
- Our continued mission of Changing Lives Since 1999
- Our belief in the dreams and goals of every family we serve
- And our commitment to walking with you, step by step, to make home possible
A Brand for the Future—Rooted in Values
Our new brand is built to grow with us—but grounded in who we’ve always been:
Supportive
Empowering
Trustworthy
Supportive
We’re still your trusted mortgage partner, with a focus on relationship-first service and local expertise. We’re still committed to leading with care in every interaction, guiding with integrity, and investing in the communities that have always been at the heart of what we do.
This is a proud moment for GMFS. But even more, it’s a launchpad for what’s ahead.