The New York Mortgage Coalition Rebrands as Abode Alliance
New York, NY – February 18, 2025 – The New York Mortgage Coalition (NYMC), a nonprofit housing organization that has served New Yorkers for more than 30 years, announced today it will move forward as Abode Alliance. This strategic decision reflects the organization's expanded mission and its commitment to providing a broader range of housing-related services.
Under this new name, Abode Alliance will remain committed to promoting affordable homeownership across New York State by helping lenders, funders, nonprofits, realtors, and policy makers work collaboratively to maximize equitable homeownership opportunities for the underserved. The organization will continue to scale the impact and reach of its affordable homeownership program, its signature homebuyer education services, and myriad other initiatives for homebuyers and renters.
“When the NYMC was formed, we were focused on helping to connect first-time homebuyers with responsible lenders and to educate them regarding resources such as down payment and closing cost assistance programs for which they may be qualified,” said Board Chair Deborah Johnson, JPMorgan Chase, Corporate Responsibility Public Engagement, Market Manager NY/NJ. “Now, as Abode Alliance, we remain committed to collaboration, conversation and creative solutions to create generational wealth and maximize equitable homeownership opportunities for the underserved.”
Founded in 1993, the NYMC was created by a group of visionary community development professionals working collaboratively to address affordable homeownership in New York. More than 10,000 first-time homebuyers later, the early vision of those audacious partners remains fully realized through the ongoing work of Abode Alliance.
The Abode Alliance Rebrand
The decision to transition from the New York Mortgage Coalition to Abode Alliance was rooted in the organization’s expanding services that go far beyond the NYMC’s original work.
“The new name reflects the many facets and programs we offer, as well as the deep commitment and dedication of our staff and all of those who work for our housing partners,” said Kim Allman, interim executive director, Abode Alliance. “It was important that we retain the nature of our organization as an alliance of housing partners and community development professionals, as that cooperation is central to everything we do.”
The rebrand was led by Crowley Webb, a full-service marketing communications agency based in Buffalo, New York. Crowley Webb was referred to the project by M&T Bank, a longtime member of the Alliance.
“We know the quality of work Crowley Webb has done for M&T Bank, and we wanted to bring that level of creativity and excitement to this project,” said Mariely Moronta-Sanchez, Abode Alliance board member and regional CRA officer at M&T Bank. “The Crowley Webb team has created a fitting and compelling brand for Abode Alliance. We love that the design reflects the opening of new doors and the aspirational nature of wanting to create the sense of home.”
“We were delighted to take part in this project and reimagine a brand that more accurately reflects the professionalism, legacy of success, and culture of this organization,” said Tricia Barrett, CEO, Crowley Webb.
Learn more about Abode Alliance at www.abodealliance.org.
About Abode Alliance
Abode Alliance (formerly The New York Mortgage Coalition) is a leading nonprofit organization dedicated to promoting affordable homeownership and providing comprehensive housing-related services across New York State. With a 30-year legacy of success, Abode Alliance works collaboratively with lenders, funders, nonprofits, realtors, and policymakers to create equitable homeownership opportunities for the underserved.
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