Assurance Financial launches nonprofit arm Assurance Cares

Assurance Financial has launched Assurance Cares, a new 501(c)(3) nonprofit aimed at expanding its charitable reach beyond housing and into children, families and local communities nationwide. The nonprofit will debut with an Aug. 13 media day in Baton Rouge and builds on the lender’s long-running support for St. Jude Children’s Research Hospital.

Why it matters: - Assurance Financial is creating a formal nonprofit vehicle to broaden its community giving beyond mortgage lending. - Assurance Cares is designed to support charities and initiatives that address needs beyond housing, with a focus on children, families and communities. - The launch gives Assurance Financial a platform to expand charitable impact in the markets where the lender operates.

What happened: - Assurance Financial announced the launch of Assurance Cares, a 501(c)(3) nonprofit organization. - The company said the nonprofit will strengthen children, families and communities by supporting charitable organizations and initiatives. - Assurance Cares is built to expand the company’s charitable impact nationwide. - The announcement came from Baton Rouge, Louisiana, where Assurance Financial is headquartered.

The details: - Assurance Financial has partnered with St. Jude Children’s Research Hospital since 2018. - The company has taken part in fundraising and community events including the annual St. Jude Walk and St. Jude Dream Home Giveaway. - Additional campaigns such as Apps for Kids and the Serve for St. Jude Pickleball Social helped raise more than $700,000 for St. Jude. - St. Jude’s Katie Cummings said the partnership helps families focus on their child’s care while St. Jude covers treatment, travel, housing and food. - Kenny Hodges, CEO of Assurance Financial, said the launch reflects the company’s responsibility beyond homeownership and its goal of supporting causes that change lives. - Steve Ward, president of Assurance Financial and Assurance Cares, said the nonprofit is meant to give employees, business partners and local communities new ways to volunteer, give and build long-term partnerships. - Assurance Cares will host a media day on Aug. 13, 2026, at Assurance Financial’s Baton Rouge office. - The event will include representatives from St. Jude Children’s Research Hospital and more information about the nonprofit’s mission. - Attendees will also learn how to support Assurance Cares. - More information and RSVP details are available here.

Between the lines: - The move formalizes community giving that had previously been part of Assurance Financial’s broader culture. - Positioning a standalone nonprofit can make future partnerships, fundraising and employee volunteer efforts easier to organize and scale. - The St. Jude relationship gives Assurance Cares an established charitable anchor as it looks to expand its reach.

What's next: - Assurance Cares will use the Aug. 13 media day to introduce its mission and public-facing support opportunities. - The nonprofit is expected to build additional charitable partnerships in communities where Assurance Financial does business. - The company will likely use Assurance Cares to coordinate future volunteer, giving and partnership efforts under one banner.