Centex Financial Services Inc. has named J.C. Heywood, a former Beneficial Corp. executive, to be chairman and chief executive officer.

Mr. Heywood, 52, will be responsible for the Centex Corp. division's operating entities-CTX Mortgage Co., Centex Home Equity Corp., and Centex Title and Insurance Agencies-as well as of the Centex Financial Services support group.

Mr. Heywood was executive vice president of operations at New Jersey- based Beneficial. Previously, he worked at Capital Financial Services, which Beneficial bought in 1979.

Centex Financial Services makes mortgage and home equity loans and sells insurance and title services to its customers through more than 350 offices. In its current fiscal year, ending March 31, CFS expects to originate $9.5 billion of loans.

Centex Corp. ranks among the nation's leading home builders and general building contractors, has an investment realty operation, and owns 59% of a construction products company.

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