Mortgage lender Street Capital Financial Corp. has officially launched its lending operations in Ontario. Street Capital has plans to expand operations to service all of Canada by 2008.

Toronto-based Street Capital says it is targeting the alternative mortgage market as its primary focus. They will be taking a new approach to alternative lending by developing innovative lending solutions and relying on common sense lending practices.

The mortgage lender says it will provide Canadians who are unable to find financing through traditional sources with solutions. Street Capital adds its products will be available through the mortgage broker origination channel with a strong focus on service, broker relationship and expertise.

As well, in order to provide a full spectrum solution to the market, Street Capital will also serve the prime/traditional mortgage market.

The executive team at Street Capital is made up of mortgage and lending leaders with established industry capabilities. The combined expertise and experience of CEO Ed Gettings, President Paul Grewal; and Chief Finance and Risk Officer Lazaro DaRocha provide a solid foundation to the new company.

Additional members of the management team include Bruno Valko, vice president of national sales and Alfonso Casciato, vice president of credit operations.

Street Capital’s products will be made available through mortgage brokers. “This origination channel is expected to be the fastest growing source for alternative mortgage solutions,” says Grewal, “and Street Capital is looking to establish long term strategic business relationships with brokers and act as an alternative to bank lenders.”