Specialist lender Ampla Finance has launched a new brand identity, Untangled, as it looks to expand its presence across legal and property finance.
The new branding was unveiled at the NACFB Commercial Finance Expo and forms part of the lender’s longer-term strategy to develop a broader specialist finance platform focused on complex legal and property-related lending.
Untangled said the rebrand reflects changing customer expectations and a move away from a more traditional financial services image, with a greater emphasis on accessibility, clarity and supporting borrowers through complicated financial situations.
The changes include a new name, visual identity and tone of voice, alongside a repositioning of the business towards a wider specialist finance offering. The lender also plans to expand into additional specialist lending markets and continue investing in technology and customer experience.
The business said the new identity is intended to help brokers, solicitors and borrowers better understand the areas it supports, particularly probate, inheritance, family law and property-related finance.
Untangled added that its underwriting philosophy and relationship-led approach to lending will remain unchanged despite the rebrand.
Peter Beaumont (pictured), chief executive officer at Untangled, said: “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, added: “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.”
Untangled said further announcements covering technology enhancements, product development and the wider platform strategy will follow later this year.
