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In the aftermath of the financial crisis, Wells Fargo, the nation’s most profitable bank, suffered from what Dorner might call a “moral compass” deficit. The bank had been accused of targeting black and Latino customers for higher fees and riskier mortgages. By 2012, Wells Fargo was facing bias suits from the NAACP, the Civil Rights Division of the Department of Justice, and the cities of Memphis and Baltimore.
The testimony of whistleblowers left little doubt about the bank’s guilt. Defecting subprime loan officers testified that the bank targeted black churches and community centers, provided financial incentives for loan officers to steer blacks and Latinos towards subprime loans, and charged minority borrowers extraneous fees. Referencing the bank’s logo, whistleblower Beth Jacobson described working in Wells Fargo’s subprime division as “riding the stagecoach to hell.”
Wells Fargo never saw the inside of a courtroom. Instead, in 2012 the Department of Justice folded many of the suits into a $175 million settlement deal. As part of that settlement, Wells Fargo was ordered to spend $50 million helping low-income and minority homebuyers purchase homes in regions that the bank had previously barraged with toxic loans.
But the bank saw an opportunity in its legal troubles. In a cynical act of public relations judo, Wells Fargo refashioned its greatest weakness – a record of racist subprime lending – into an advertising strategy.
Wells Fargo used the $50 million penalty to create a home ownership initiative called CityLIFT, a down payment assistance program that distributes grants to low-income families. The bank aggressively promotes CityLIFT as evidence of a corporate commitment to economic recovery and low-income home ownership, and has launched versions of the program in the San Francisco Bay Area, Philadelphia, Washington, DC, Baltimore, Prince George’s County in Maryland, Chicago, New York, and New Jersey.
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https://www.jacobinmag.com/2013/11/wells-fargos-makeover/