Mission and Values
Mission
First Foundation’s mission is to help financially responsible Canadians learn about the mortgage and financial services available to them, own real estate and other valuable assets, save money, grow their net worth, and protect themselves, their loved ones, and their assets.
Values
First Foundation accomplishes its mission by adhering to the following values:
1 Leadership
We value ethical leadership, which we consider as having the courage to lead and do the right thing-even if it isn’t the easiest or most profitable path. We go where our competition is afraid to go by making decisions based on what is right for you, our client. Whether it’s a new business model or a simple refusal to promote dubious industry trends, we have the courage to do things differently.
2 Honesty
In this business, honesty is sometimes hard to come by, but at First Foundation, we consider unwavering honesty with our clients, our partners, and our colleagues an absolute given that is never to be compromised. As your mortgage broker, we recognize that we are in a position of trust, and we are passionate about fulfilling that trust with sincere and straightforward guidance, advice, and service.
3 Consistency
Consistency is what sets us apart. No matter whom you talk with or what your goals are, you get the very best of our knowledge and our efforts. Consistency is also part of why we are so good at what we do. Each client enjoys the same great First Foundation experience: rigorous attention to details, thorough assessments, regular and ongoing contact, and honest advice. Our outcomes are consistent too: happy clients.
4 Competitive Choice
Choice is one of the foundations of democracy and free markets, and we believe that it’s part of what makes our country such a great place to live. Our goal is to honor and uphold that foundation by providing you with valuable information and attractive options when it comes to your mortgage. We also believe that you have a choice about coming to us for help, and so we constantly strive for self-improving as individuals and as a company.
5 Loyalty
Through our collective experience, we’ve found that the strongest and most rewarding relationships are those based on loyalty. We want your relationship with us to be one of your most rewarding ones, so we offer our loyalty and support throughout the mortgage process-even after it’s finished. And because we wouldn’t be anywhere without our people and our communities, we also offer our loyalty and support to its employees and the communities in which they live.