Money Store Inc. began trading on the New York Stock Exchange Wednesday under the symbol "MON." The specialty finance company, founded in 1967, is a leading home equity lender.

Recent writedowns at several nonconventional mortgage lenders have made investors skittish about the sector.

In an interview, chief executive officer Marc Turtletaub said the market will differentiate between long-term players and companies that won't survive. "There will always be a significant interest in nonprime" lending, he added.

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