The rebrand not only includes a change in name, but “new, modern visual identity” and updated tagline: ‘Making mortgages happen’.
Foundation said the rebrand was focused on “aligning its external identity with the business it is today”, and it reflects the “scale, maturity and capability of the lender it has become”.
The company said the rebrand would not change its underwriting approach, service or criteria, as it would continue to take a manual underwriting approach, apply flexible criteria and provide a range of support for brokers.
Pete Ball, Foundation’s CEO, said: “Our old identity no longer showed the lender we had become. Foundation has grown, the market has grown, and brokers now deal with cases that need more clarity and more structure. This rebrand reflects the depth behind the business, the strength of our teams and the role we play in specialist lending.
“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.”
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Alan Davison, chief commercial officer at Foundation, commented: “This gives us a clearer platform to talk about our lending and the support we give brokers. 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.”
Grant Hendry, director of sales at Foundation, added: “Our teams work with brokers on complex cases every day. The new identity mirrors the conversations we already have – simple, direct and focused on moving cases forward. Brokers will see a brand that fits the service they get from us.”
