2023 PRISM AWARDS GENEVA FINANCIAL HOME LOANS

Chandler, Ariz.

CEO: Aaron VanTrojen

Website: genevafi.com

At Geneva Financial Home Loans, it all starts with being a “good human.” That No. 1 core value permeates the entire company. CEO Aaron VanTrojen started Geneva with the idea that each employee would add, not detract, from a culture of equitability, inclusion, and empowerment. Part of that is ensuring employees feel comfortable and supported in the workplace and beyond, no matter race, ethnicity, gender identity, religion, or any other factor.

At Geneva, a retail lender licensed in all 50 states and Washington, D.C., this humanfirst culture prioritizes creating a safe and inclusive environment for employees, clients, and other stakeholders, says Caden Whiffen, Geneva’s brand marketing manager.

“Each year we strive to make homeownership more accessible to all people,” Whiffen says. “Owning a home is a great equalizer in the community, and we desire to give back to our communities in the best ways we can. People are drawn to our culture and have stayed with Geneva for years because of it.”

Part of that giving back is the Geneva Gives initiative, which spotlights local charities and nonprofits including those supporting the LGBTQ+ community. Geneva creates variations of its Be A Good Human T-shirt in support of different initiatives, including one for Pride Month. Its original T-shirt also sports a nod to the company’s LGBTQ+ support, Whitten says.

The most positive feedback, Whitten says, has taken place in Geneva’s culture and the vibrant community it has created.

“We have cultivated a welcoming and inclusive environment for all people, and