Navy Federal Credit Union (NFCU) needed a name for a new online home loan platform which allows members to start and complete their mortgage or home equity loan application anytime, anywhere. This new portal would be more than just an automated process but a “guided self-service” with NFCU MSRs ready to step in and help, as needed. The new name needed to convey the best in technology combined with the best in service.
“HomeSquad” was the chosen name after it was well-liked internally, but also after testing well with the target market. “HomeSquad” was especially liked by the millennial target of home-buyers as the name was more modern, had cultural appeal, and also conveyed the idea of a trusted partner.