eLEND DIRECT® | 704 followers on LinkedIn. eLEND DIRECT® is a national mortgage lender transforming the way people experience home financing. By combining smart technology with a human touch, we make the process faster, simpler, and more transparent. As the consumer-direct division of American Financial Resources, LLC DBA eLEND®, we draw on decades of expertise and the strength of a company that has helped more than 40,000 families achieve their homeownership goals.