The change brings to an end more than 27 years of the AToM name and includes a resolution to the name clash with Atom Bank which launched in April 2016.
Unveiling the name change at the firm’s annual dinner, managing director Dale Jannels explained the new brand covered its business work – insurance, mortgages, protection and creative technologies.
Impact Money Group will be the overall umbrella group launched in January with the Impact Packaging and Impact Specialist Finance businesses sitting underneath.
Speaking to Specialist Lending Solutions at the launch, Jannels (pictured) said: “It’s time for a change. It’s one of those things we’ve been discussing for the last two or three years.
“There wasn’t any confusion in the marketplace but two similar brands can’t carry on, so moving forward we’re creating a new vision, a new era.
“And the name Impact is right on the money to what we do on a daily basis.”
There will be no other changes to the firm as part of the rebranding, including the offering for brokers and the management structure.
Massive attachment to AToM
Jannels admitted he was sad to see the old name disappear but that there were big plans for the firm, especially with completing the move to being directly authorised (DA).
“There was a massive attachment to the name AToM because we’ve done it since 1991, but the only certainty in life is change and we’ve decided to make that leap,” he continued.
“What we can do with Impact is far greater than what we could’ve done with the old brand.
“And we’ve just become DA so we can control what we want to do, we can move, we can create what we want.
“So it’s an exciting time right now, we’re going to embrace it, it’s fresh, dynamic and created a big impact tonight,” he added.
Digital Mortgages rebrand
Digital Mortgages by Atom Bank has also confirmed that as a result of the agreement between the two parties it will also be rebranding under the Atom Bank brand in the new Year.
Atom Bank director of intermediary lending Maria Harris said the lender’s focus on digital service would remain unchanged.
“It’s great news for our brokers that Digital Mortgages will be integrated with the Atom Bank customer brand next year.
“Following an agreement with All Types of Mortgages (AToM), all Atom Bank services and products will now be unified under one brand. We retain a great relationship with Vic and Dale and wish them continued success with their new brand.”
Dale Jannels added: “We echo the good wishes from the bank and wish them continued success as they continue their journey.”