Foundation, formerly known as Foundation Home Loans, has launched a new brand identity.

The lender says the rebrand reflects the “scale, maturity and capability of the lender it has become” and marks “a clear step forward for the business”.

The shift includes a new name, moving from Foundation Home Loans to the simpler Foundation and a new tagline: ‘Making mortgages happen’.

Foundation chief executive Pete Ball says: “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.”

Foundation director of sales Grant Hendry adds: “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.”