E-LOAN Announces BuilderFocus™; New Initiative Provides Homebuilders with a Unique Combination of High-Tech and High-Touch to Combat a Softening Market

Business Wire, July 25, 2006

PLEASANTON, Calif. -- E-LOAN(R), an online consumer direct lender, today unveiled its BuilderFocus(TM) program, dedicated to providing homebuilders a streamlined and flexible loan process from application to funding. The new initiative provides homebuilders a competitive advantage in this softening housing market by allowing them to work closely with dedicated E-LOAN BuilderFocus(TM) Account Managers to help them get their home-buying clients into their dream homes easier and faster.

As the new home sales industry moves from a period of rapid growth to one of slowing sales and projections of continued tightening, homebuilders are finding their waiting lists of hundreds of interested home-buyers dwindle to the point of having dozens of unsold homes.

"Homebuilders continue to tell us that now, more than ever, they need a lender that not only has the technology to improve the process, but one that also understands that this is still very much a people-to-people business," said Mark Lefanowicz, president of E-LOAN. "E-LOAN was founded with a belief that innovative technology could - and should - exist alongside a deep understanding and respect for the customer. By setting up our homebuilders to work closely and individually with local Account Managers while providing them a faster and easier loan process, they get the best of both worlds."

In addition to a team of dedicated Account Managers to work hand-in-hand with homebuilders and their clients, E-LOAN's BuilderFocus(TM) initiative provides non-commissioned Loan Consultants, guaranteed on-time closings, verified pre-approvals, competitive rates, extended lock programs with a one-time 30-day "Float Down," and E-LOAN's promise of "No Lender Fees" and "No Hidden Costs."

BuilderFocus(TM) also gives homebuilders the opportunity to leverage E-LOAN's trusted national brand by allowing them to easily develop a co-branded mortgage web site using E-LOAN's Mortgage Center.

This program follows E-LOAN's first quarter launch of its Real Estate Agent Initiative, which was designed to partner with real estate agents from around the country who are looking to provide a faster and easier way for their clients to get a loan. The program has received overwhelmingly positive feedback from agents nationwide, with more than 90% of those surveyed reporting "complete satisfaction" with their E-LOAN experience and nearly 85% noting that they would recommend E-LOAN to their clients. As with its agent initiative, E-LOAN is dedicated to providing homebuilders with the tools and commitment they need to provide them and their clients with the best possible loan experience. For more information, homebuilders can log onto www.eloan.com/builderfocus.> About E-LOAN(R)

E-LOAN is an online consumer direct lender dedicated to providing borrowers with a simple, easy and open way to obtain mortgage, auto loans, and home equity loans. Since its launch in 1997, E-LOAN has drawn upon its pro consumer values to improve the lending experience in revolutionary ways. By eliminating the traditional incentive structure to charge consumers higher rates, giving consumers free access to credit scores and eliminating lender fees, E-LOAN is providing a uniquely open, fair and honest loan process. Protecting consumers' financial privacy is also a paramount concern, leading E-LOAN to implement industry leading privacy practices and advocate strong consumer financial privacy protection laws. Consumers have recognized E-LOAN for its trustworthiness and respect for customers. Three independent studies conducted by TRUSTe and The Ponemon Institute ranked E-LOAN as one of the Top 20 Most Trusted Companies for Privacy in America. In another independent study conducted by The Customer Respect Group, E-LOAN received the overall highest rating in the Online Customer Respect Study of North America's largest financial services firms. E-LOAN has originated and sold over $27 billion in consumer loans.

E-LOAN is a wholly-owned subsidiary of Popular Financial Holdings, Inc., in turn a wholly-owned subsidiary of Popular, Inc., a full service financial services provider with operations in Puerto Rico, the United States, the Caribbean and Latin America. To find out more about E-LOAN and its products and services, logon to http://www.eloan.com or call 1-888-533-5333.