Mortgage Lender Rate Launches Apparel Line RateFit
Mortgage lender Rate has launched e-commerce brand RateFit, offering activewear. The company is expanding from financial services into lifestyle products.
US mortgage lender Rate has launched a new apparel line, RateFit, marking the company's first foray into the clothing industry. The new e-commerce venture offers activewear for men and women, with prices ranging from $46 to $105.
The company describes the move as part of a broader lifestyle ecosystem aimed at fostering overall peace of mind. RateFit president Jenny Sepulveda stated that financial wellness, personal wellness, and physical wellness are connected.
Rate, based in Chicago with 10,000 employees and having raised $350 million, is not the only B2B company to expand into apparel. For example, CashApp launched a streetwear line in 2020, Shopify released sporty merchandise for its sellers in late 2025, and software company Figma has built a loyal customer base with its own apparel merchandise.
This trend, which Figma refers to as "corpcore," is not new. Wearing branded company apparel can signal values and identity, much like wearing a sports team's jersey. It's seeing a rise amid the AI boom, as startups aim to boost brand recognition, and even virality, as part of their marketing efforts.