The rebrand includes a refreshed website and a new corporate strapline, ‘built on understanding’.

The website has new areas for both customers and brokers, with tailored content and a focus on improving customer journeys.

Cambridge & Counties Bank saw a near 9% rise in loans and advances to customers in 2020, reaching £828m. Gross new lending increased almost 40%, to £220m.

Staff numbers increased by 11%, to 165, with growth in the bank’s Leicester headquarters and new geographies, such as Scotland.

Across the year, the bank invested in its digital and technology infrastructure, and expects to invest a further £2m in 2021.

Simon Lindley, chief development officer at Cambridge & Counties Bank, said: “We have grown significantly in size and scope over the past nine years due in large part to the positive relationships we have with clients and brokers, and we have put them at the heart of this rebranding initiative.

“The bank’s performance, through difficult circumstances, shows that our customer-centric approach, our ability to create bespoke solutions for clients, and our broad range of products differentiates Cambridge & Counties Bank in an increasingly competitive market and a new refreshed brand will enhance this.”