ROCK FINANCIAL CORP

Rock is a specialty finance company marketing conventional and sub-prime debt consolidation and home financing loans, secured primarily by first or second mortgages on one- to four-family, owner-occupied residences. The Company originates loans through 26 stores and branches, one marketing center and one call center. Founded in 1985 by its current Chief Executive Officer and Chairman of the Board, Daniel Gilbert, Rock originates 100% of its loans through its retail operations, marketing its loan... s directly to consumers. The Company uses proprietary marketing methods and technology to increase its market penetration. Rock seeks to provide "world class" service to its customers, there by encouraging them to return for future loans and refer others to Rock for loans. The Company also focuses on recruiting, developing and motivating talented people, recruited from inside and outside the consumer finance industry, to implement its business strategies. Rock believes it is creating growing brand identities and a retail franchise that will sustain its loan origination efforts.More