Geneva Financial, a direct mortgage lender operating in 46 states, has announced the opening of a new branch in Lake Elsinore, Calif., led by Branch Manager Brenda Hale. The opening of this new branch provides opportunities for local borrowers and buyers looking to navigate the current housing market. "I have spent most of my adult life helping others achieve their financial goals." Hale said. "I am here to help everyday people who are the pulse of America. There is nothing more rewarding than knowing I made a positive impact in someone else's life."