Why a family lender
The people making decisions here have their names on the company and their roots in the community. That creates fewer hand-offs, a direct line to experienced people, and responsibility that does not disappear after closing.
Our story
A family lender, built one decision at a time.
Rod and Susan Morris founded First Equity in Gadsden in 1987. The next generation now helps carry forward the same promise: clear answers, careful work, and accountability close to home.
From 1985 to two generations
- 01
1985
Rod begins at ITT Financial Services, followed by Transamerica Financial and Coosa Federal Savings & Loan, where he first funds broker loans.
- 02
1987
Rod and Susan launch First Equity after studying Finance and Marketing at Jacksonville State University.
- 03
1992
First Equity closes its first VA loan — the beginning of a program commitment that continues today.
- 04
Growing as a banker
The company shifts from broker to mortgage banker. We fund most loans in-house. FHA loans are brokered through approved wholesale lenders.
- 05
Today
Laura and Trey represent the second generation in the business. Our entire team works together in Gadsden, serving Alabama borrowers and out-of-state real estate investors.
Rooted on Broad Street
Our entire team works at 315 Broad Street in downtown Gadsden, steps from Memorial Bridge on the Coosa River. Over the years, First Equity had offices across Alabama. Today, digital tools let one Gadsden-based team serve borrowers statewide without a branch in every community. Rod and Susan live in Hokes Bluff, where the Coosa meets Cove Creek.
Advocacy
Rod served as an AMPA officer and board member. As legislative chair, he represented NAMB in Washington, D.C., bringing Alabama mortgage concerns directly to national conversations.
Community
For years, Rod coached youth baseball and football, while Susan supported cheer. The same patience and preparation required on a field still shape how the family serves borrowers.
Credentials
Verified credentials belong in the record.
Company and team certifications will appear here after they are confirmed in settings. We will not publish unverified designations.
“Building dreams one loan at a time since 1987.”Meet the family and team