Product details

E-Loan is a leading online mortgage provider. Its success is built on its key strategies of building a nationally recognized brand and providing superior customer service. Despite its strong market standing, the company was anxious to reposition itself as a provider of all consumer loans, not solely a mortgage lender. In order to meet this goal, E-Loan''s president identified four strategic challenges: leveraging technology to provide further efficiencies, expanding its selection of products to meet consumer needs, continuing to build a strong brand presence and expanding internationally. The company''s co-founder recognized that one of the greatest challenges would be to maintain the company''s successful culture that they had worked so carefully to establish, while at the same time, achieving the broader goals.