Innovative New Lender Becomes Fledgling Industry's Biggest Consumer Advocate

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Integrity First Financial Group (IFFG,) a new low-cost lending company that was recently named by the Wall Street Journal as offering consumers the lowest mortgage rates in the country, places the buying power in the hands of the people, not the banks. As one of seven Certified Upfront Lenders in the US, IFFG is committed to upholding the highest standards of ethics and service with a business model that empowers buyers with the knowledge and resources necessary to make the most individually sound mortgage decision. IFFG's full-disclosure philosophy and innovative operational process have forced a radical shift in the home lending dynamic, placing the rapidly growing company at the forefront of an otherwise declining industry.

Working at banks and financial institutions for far too long, all of us at IFFG have firsthand experience at what the mortgage industry has done to consumer confidence and pride of ownership

The housing market is in crisis, thanks in large part to the big box lending institutions whose business practices have sent the mortgage industry into a treacherous tailspin. Consumers across the US who took advantage of "dream" loan programs to buy their American dream are now experiencing the harsh realities of rising interest rates, mounting debt and even worse, foreclosure. Four lending experts stuck right in the middle of this catastrophe saw a need for real change in a big way. That change came to form with the launch of Integrity First Financial Group (IFFG,) a new low-cost lending company that was recently named by the Wall Street Journal as offering consumers the lowest mortgage rates in the country, places the buying power in the hands of the people, not the banks. As one of seven Certified Upfront Lenders in the US, IFFG is committed to upholding the highest standards of ethics and service with a business model that empowers buyers with the knowledge and resources necessary to make the most individually sound mortgage decision. IFFG's full-disclosure philosophy and innovative operational process have forced a radical shift in the home lending dynamic, placing the rapidly growing company at the forefront of an otherwise declining industry.

Adamant that consumers are entitled to no upfront fees and full disclosure when making one of the most important buying decisions of their lives, IFFG founders Jake Pescatello, Anthony Balsamo, Alex Barnett and Trevor Gates built their business under the guiding principle that "integrity is first and foremost." Intimately experienced on how the widely complicated "wolf in sheep's clothing" sub prime monolith ravaged the housing market, playing a key role in the economy's recessive downturn, the IFFG team built proprietary partnerships with trusted investors and created an online interface http://www.iffgdirect.com that gives mortgage shoppers instant and easy to understand, no obligation, no upfront fee Good Faith Estimates (GFE) of the best available loan programs suited to their individual needs, all before even applying for a loan.

Both online and off, IFFGs knowledgeable Loan Coordinators act as consultants, not agents, assisting with an encyclopedia of insight on rates, terms and qualifications that ensure consumers are placed in loan programs offering the greatest value to them - not the lender or agent constructing the loan. Straightforward and simple, IFFG Loan Coordinators are compensated based on the number of loans they close, not the amount of fees they charge each loan.

"Working at banks and financial institutions for far too long, all of us at IFFG have firsthand experience at what the mortgage industry has done to consumer confidence and pride of ownership," explains Pescatello, co-Founder and Chief Executive Officer. "The time for change is now and we see our company as a catalyst to helping restore both integrity to a broken industry and assurance to a public that home purchasing or refinancing isn't the painful, expensive, arduous experience it has been made to seem. We offer programs and options for every type of buyer, done the right way, so everyone sees the closing table as a celebration, not a contract."

IFFG works with numerous investors with whom they close an extraordinarily high volume of loans. This allows the company to offer an extensive range of mortgage programs with rates well below the industry average. IFFG's custom technology allows consumers to search rates and programs from their entire investor portfolio, online, making the mortgage decision instant, informative and virtually effortless. In 2008, IFFG was listed by The Wall Street Journal for having the lowest Five-Year ARM, APR rates nationwide.

Having closed an impressive $120 million in loans over the last 12 months, IFFG continues to expand both its operation and territory to meet the ever-increasing demands of clients seeking reputable and cost-effective mortgage solutions. A recent partner of the San Diego Area Green Business Program, IFFGs business practice is not only environmentally friendly, but philanthropic as well. The company's founders are committed to donating a portion of the proceeds from each loan processed to worthy charitable organizations including St. Jude's Children's Hospital.

About Integrity First Financial Group:
Based in San Diego, Integrity First Financial Group (IFFG) is one of the leading, privately held, certified upfront mortgage lenders in the US. IFFG provides consumers with the most strategic and individually sound mortgage solution at no obligation or upfront cost. Disenchanted with an industry mired in unethical practices, IFFG's founders work under the guiding principle that integrity is first & foremost, and vigilantly advocate for the consumer's right to fully disclosed mortgage options. The company's enhanced operational processes, personalized service and high volume allows them to deliver lower than industry average rates, no upfront fees and fully disclosed loan programs, placing the purchasing power in the buyers' hands, not the banks'. A recognized Green Business Partner and member of the Better Business Bureau (BBB,) IFFG has used its innovative, service-oriented business model to secure more than $120 million in loan closures over the past 12 months. For more information, log on to http://www.iffgdirect.com or contact Jamie Lynn Sigler of J Public Relations at (858) 395-5264, email Jamie@jpublicrelations.com

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