Generations Bank’s mortgage affiliate changes name

The home loan company affiliated with Generations Bank has changed its name to Generations Mortgage Co., from Simply Home Lending, and will operate as a department of the bank. Customers can expect the rebranding to be completed by mid-2017, according to a news release.

Though Generations Mortgage Co. will operate as a bank department, “the same experienced and committed staff will continue serving customers,” Jon Harrell, chairman of Generations Bank, said in the release. “Generations Mortgage Co. brings over 30 years’ experience in secondary market lending.”

“The rebranding will ensure the continued commitment to be one of the leaders in residential mortgages in Northwest Arkansas as well as the rest of the state,” the release said. The company is at 1450 E. Zion Road, Suite 10, in Fayetteville, and offers mortgages and refinancing loans. “Conforming, jumbo, FHA, VA and USDA loans will proceed as usual with Generations Mortgage Company.”

In 2016, Generations Bank, formerly First Bank, changed its name and brand “to honor the rich history and heritage of the bank and Harrell family,” according to its website. The community bank, which is owned by Camden-based Harrell Bancshares Inc., has nine locations throughout Arkansas and was established in 1907.