Foundation Home Loans has rebranded to Foundation as the lender focuses on supporting brokers with complex BTL cases.
The company said the new brand identity reflected the “scale, maturity and capability of the lender it has become.”
Alongside the simplified name, the branding shift includes a new “modern” visual identity and a new slogan: ‘Making mortgages happen’.
“This rebrand reflects the depth behind the business, the strength of our teams and the role we play in specialist lending,” Foundation CEO Pete Ball, said.
“We make mortgages happen because our people have the experience to understand real cases and move them forward.”
“That is what brokers need from us, and the new identity makes that clear,” Pete added.
The rebrand — which Foundation said is a “clear step forward for the business”— is aimed to support a stronger focus on its lending model as the company matures.
“This gives us a clearer platform to talk about our lending and the support we give brokers,” Alan Davison, new CCO at Foundation, said: “The rebrand is not just a fresh coat of paint, it better reflects the systems, partnerships and expertise that sit behind our proposition.”
“Brokers want steady decisions and clear communication. This identity helps us deliver that with more confidence,” Alan explained.
Foundation indicated the rebrand would not change its approach to underwriting, service or criteria.
