Former Quicken Home Loans executive David Hall announced the launch of Hall Financial. Based in Birmingham, Mich., the company will offer expertiese counsel through a range of loans including reverse mortgages.

“With the broad changes in programs and guidelines over the past few years, it’s my goal with the launch of Hall Financial to take the uncertainty and confusion out of the mortgage process and create a trusting and knowledgeable environment that will result in a satisfying experience for our customers,” said Hall.

“I want to set a new standard in the industry by combining the product offerings and services of a large, national mortgage company, mixed with the exceptional personal attention that customers can expect from a hometown company.”

Hall said that the skilled, experienced team he has assembled combined with the company’s commitment to customer service will be the key to Hall Financial’s higher levels of satisfaction. “Our staff will know which direction to point customers in, based on their existing situation, and counsel them through the complicated mortgage process,” he said.

Previously Hall was the Senior VP and Chief Marketing officer at Rock Financial, Quicken’s mortgage lending business. According to Crain’s Business, he was terminated in December 2007 for an unknown reason. When his noncompete agreement with Quicken ended late last year, Hall decided to form his own company.

Though Hall acknowledged that now is not the best time to start a mortgage firm, he said, “It’s a good time for me to get back into the business I really like.”

Hall Financial has an office with nine employees in Birmingham. It plans to hire 40 to 50 workers by year’s end and hopes to have 100 employees next year.