In the last 14 months, Pure Advisory Group saw the launch of two new brands to sit alongside Pure Commercial Finance, as it was known previously, Pure Wealth Management and Pure Structured Finance.

Pure Structured Finance, which will target more complex debt structures and higher value transactions, is being headed up by managing director, Andrew Hosford.

Meanwhile, Paul Cox is the managing director of Pure Wealth Management, an independent financial advisory practice which he runs with fellow director, Stuart d’Ivry.

Ben Lloyd, managing director of Pure Property Finance and Pure Advisory Group, said: “When we set up Pure Commercial Finance back in 2013, we were solely focused on the commercial and residential investment market and at that time, we considered ourselves as commercial finance brokers exclusively.

“Since then, we have broadened our FCA permissions and added various regulated consumer products to our service offering residential first and second charge with specialist teams within the business to service those client types.

“With the emergence and growth of those teams it has seen our regulated consumer business catch up our investment business, so we took the view to make our name less niche and more in line with our broader offering.

“This now closes the loop for Pure Advisory Group on a period of major investment into the diversification of what advisory support we bring to our clients across the various stages of their financial cycle.”

Currently across the group, there are 30 members of staff, with plans to employ more by the end of 2020, if Pure Advisory Group hits its growth targets.

The addition of two brands this year came after Pure Commercial Finance was named Best Commercial Broker at the Bridging and Commercial Awards 2019, as well as being nominated for three of their 2020 awards.