Averra Financial Rebrands from The Loan Store to Enhance Broker Partnerships

Averra Financial: A New Chapter for Mortgage Lending

In a significant move for the mortgage industry, The Loan Store, Inc., which ranks among the top four wholesale mortgage lenders in the United States, has officially changed its name to Averra Financial, Inc. This rebranding is effective immediately and reflects the company's transformational growth into a national lending platform.

The rebranding decision, announced on October 1, 2026, underscores Averra’s commitment to supporting independent mortgage brokers. Over the last few years, particularly since acquiring the wholesale business of Homepoint in 2023, the company has expanded its product lineup, technology, and footprint across the nation. As a result, it has solidified its position as a top wholesale lender and built one of the largest non-QM (Qualified Mortgage) platforms in the market.

Averra Financial CEO, Phil Shoemaker, articulated the significance of this change: “The Loan Store name got us here, but it no longer tells the whole story of who we are.” The new brand identity, Averra, is designed to reflect the company’s aim to compete effectively on a national scale while maintaining a strong service model that places brokers at the forefront of every loan process.

Emphasis on Broker Partnership

As part of its rebranding, Averra Financial has launched multiple tools and services centered around the needs of brokers. This move comes after intensive feedback and collaboration with broker partners who highlighted the urgency for quicker solutions and innovative financial options. Among the new offerings is Averra Advantage, an income verification tool tailored to assist brokers in qualifying clients with nontraditional income streams.

Moreover, Averra aims to reinforce its position in the non-QM sector, where it’s already recognized as a leader. The non-QM volume surged by an impressive 68% in the fiscal year-to-date through August 2026 compared to the same timeframe last year. This growth signals the increasing demand for alternative mortgage solutions in a marketplace that constantly evolves with customer needs.

Additionally, the rebranding includes a partnership with Aven that provides brokers with a swift and digital home equity line of credit (HELOC) option for clients looking to access their home equity without going through a refinancing process. This offering is set to streamline and enhance the borrowing experience for homeowners.

A Seamless Transition for Brokers

For current broker partners, the transition to Averra Financial is designed to be smooth and hassle-free. Critical elements such as account executives, loan programs, pricing, and existing pipelines will remain unchanged during this rebranding process. Loans already in progress will continue to close as scheduled. Furthermore, employee email addresses will transition to the new @averrafi.com domain, ensuring that communication remains uninterrupted as legacy addresses will automatically forward emails for several months.

Conclusion: Looking Ahead

As Averra Financial steps confidently into this new phase, the company is dedicated to maintaining its core values of speed, service, and broker partnership. The complete suite of conventional, government, non-QM, and home equity products ensures that brokers have the tools they need to support their clients effectively. For more information about the rebrand and to access updated resources, brokers and clients can visit www.averrafi.com.

This strategic shift encapsulates a broader trend within the mortgage lending industry towards innovative, broker-focused solutions that respond directly to market demands and client needs. Observers will be keen to see how this updated identity positions Averra in a dynamic and competitive sector.