Belmont Green has confirmed it will lend its intermediary-only mortgages under the brand Vida Homeloans.
Its understood that Belmont Green always intended to lend under a different mortgage intermediary brand and only registered Belmont Green Finance Limited as a legal entity at Companies House.
The trademark registration process is now complete.
The lender is expected to launch into residential, buy-to-let and secured loans with the timescale for launch still unclear.
Louisa Sedgwick was confirmed as director of sales, mortgages at Vida Homeloans last week, leaving her post at Leeds Building Society where she was responsible for its intermediary lender strategy.
The Staines-based lender has also appointed ex-head of business development at Nemo, Simon Burnell, as director of sales for second-charge loans.
They both join CEO, David Tweedy, sales and marketing director, Guy Batchelor, CFO, Will Howard Davies, CIO, Lesley Sewell and marketing director Ian Giles.
Victoria Hartley is contributing editor at Mortgage Solutions, Specialist Lending Solutions, Your Money and Your Mortgage at London-based publishing company AE3 Media.
She has an MA in Radio from Goldsmiths after gaining a 2:1 in a Comparative American Studies BA at Warwick University. She also holds a TEFL qualification and taught overseas in Mexico and Japan from 1994 to 1997.
Her role includes editorial oversight of the news, analysis and features, event content management and strategic and editorial consultancy for the AE3 Media group. She is an experienced video, broadcast and live-event host and regularly chairs web and podcast debates and interviews.
Multiple award nominations have resulted in two wins: Santander Media Awards, trade journalist of the year and Headlinemoney Awards, mortgage journalist of the year (B2B). Here is one of the award-winning pieces: https://www.mortgagesolutions.co.uk/news/2011/07/21/exclusive-tale-bailey-fraud-witness/
Previous roles include editorships of Mortgage Solutions, consumer title What Mortgage and trade title Credit Today as well as a stint freelancing for a variety of outlets including The Guardian and Which? Money.
