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- Geneva Financial
Geneva Financial
Purpose
At Geneva Financial, our purpose is to humanize the homebuying experience. We believe mortgages are more than transactions—they’re deeply personal milestones. That's why we prioritize people over processes, always seeking to create authentic connections with every client and employee. Unlike traditional lenders, Geneva leads with heart, fostering a culture where compassion, collaboration, and community drive every decision. Our "Be A Good Human" initiative isn’t a campaign—it’s a way of life. We exist to serve, support, and uplift the people behind the paperwork.
Vision
Our vision is to redefine what it means to be a mortgage lender by putting humanity first. Geneva Financial aspires to build a future where both customers and employees feel empowered, valued, and heard. We envision an industry free from fluff, outdated systems, and impersonal interactions—a future where transparency, trust, and innovation drive progress. Through community partnerships, inclusive hiring, and unwavering integrity, we aim to be the most human-centric lender in America—one loan, one life, one family at a time.
Mission
Our mission at Geneva Financial is to approach every aspect of the mortgage transaction from the “inside-out”. With a culture-forward mindset, we focus on our loan originators and support staff first in order to ensure an unbeatable experience for our customers.
Our Core Values were created as a daily reminder to operate with the inside-out approach in mind. Core Value #1 is the backbone of all our Core Values, our mission and our brand.
Our Core Values were created as a daily reminder to operate with the inside-out approach in mind. Core Value #1 is the backbone of all our Core Values, our mission and our brand.
Values
- Be Human
- At Geneva, technology is a valuable tool to execute
an efficient and speedy process, but it takes a
back seat to our TOP CORE VALUE: Always strive
to humanize both the customer and employee
experience.