Britannia Building Society has bucked current trends by refusing to pick a sound bite name for the merged operation of its Platform Home Loans and Verso subsidiaries.
To launch in January, the new company will trade under the name, Platform.
Gerald Gregory, managing director of the Britannia Capital Investment Group, said: ‘We have two strong brand names in Platform Home Loans and Verso, so it was important to commission independent research to establish what our customers preferred. We have chosen to retain the Platform name for the new business as it is perceived by intermediaries to have a particularly strong reputation for service and products.’
David Tweedy, managing director for Platform Home Loans, added: ‘A combined sales team is already on the road selling both product ranges and we are developing more products to bridge the gap between the businesses as we move towards launching a complete one-stop-shop for intermediaries.’