Ampla Finance has rebranded to Untangled today as part of its plans to expand into new areas of lending.

It currently provides finance to help families access inheritance early and cover legal bills, but says its new branding is a better reflection of its growing scope.

Untangled says the new identity marks its move towards becoming a broader specialist finance platform for borrowers in a range of complex circumstances.

Untangled chief executive Peter Beaumont says: “For a long time, Ampla looked and sounded like a business from a different era of financial services.

“The market has moved on, customer expectations have moved on, and quite honestly, we needed a brand that reflected the business we are actually building.

“Untangled gives us that platform.

“It feels more human, more direct and much closer to the kinds of situations our customers are dealing with every day.

“People rarely come to us during straightforward moments in life.

“They come to us when something has become complicated, delayed or emotionally difficult, and they need clarity and momentum again.

“This is not simply a cosmetic rebrand.

“It is part of a wider shift in how we present ourselves, how we communicate with customers and professional partners, and how the business will continue developing over the coming years.”

Fraser MacDougall, Director of Marketing at Untangled, commented:

“One of the challenges with the old Ampla identity was that it looked and sounded like a traditional finance company, whereas the situations we deal with every day are often deeply personal, stressful and time-sensitive.

“A lot of financial services brands still communicate in a very corporate way, particularly within specialist lending. We wanted to move away from that.

“The Untangled identity is clearer, more confident and much more grounded in the kinds of real-life situations our customers and introducers are actually dealing with.”