The business said it was repositioning, with a stronger focus on customer pressure points, and was planning an expansion into additional markets.
Peter Beaumont (pictured), the CEO – who introduced the Untangled brand at a National Association of Commercial Finance Brokers (NACFB) expo – said: “Ampla looked and sounded like a business from a different era of financial services. The market has moved on, customer expectations have moved on, and quite honestly, we needed a brand that reflected the business we are actually building.”
The lender said the new identity reflects changing customer expectations and a move away from a more traditional financial services image, with a stronger emphasis on clarity, accessibility and real-life financial complexity.
Beaumont said the new name “feels more human, more direct and much closer to the kinds of situations our customers are dealing with every day”.
He added: “People rarely come to us during straightforward moments in life. They come to us when something has become complicated, delayed or emotionally difficult, and they need clarity and momentum again.
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“This is not simply a cosmetic rebrand. It is part of a wider shift in how we present ourselves, how we communicate with customers and professional partners, and how the business will continue developing over the coming years.”
The company said it is repositioning towards a broader specialist finance platform focused on supporting customers and professional partners through complex financial situations and planning expansion into additional specialist lending markets in the future.
Fraser MacDougall, director of marketing at Untangled, said that, with the new brand – whose new logo is the name in loops reminiscent of a piece of string – the aim was to move away from an old way of communicating.
“A lot of financial services brands still communicate in a very corporate way, particularly within specialist lending. We wanted to move away from that.
“The Untangled identity is clearer, more confident and much more grounded in the kinds of real-life situations our customers and introducers are actually dealing with,” he said.
The company recently made two hires and an internal promotion, which it said would help it enhance the introducer experience. It appointed Grace Fuller as head of underwriting, Brogan Buckley as head of compliance and money laundering reporting officer (MLRO), and Becky Dixon as growth manager in April.
