AS Financial, the London-based financial advisory firm, has unveiled a bold new brand identity designed to reflect its evolution from a residential mortgage brokerage into a broader advisory business.

The redesign comes as the firm, founded in 2009, celebrates securing more than 500 five-star Google reviews and seeks to differentiate itself in a crowded London market.

Saul Conway (main picture), managing director of AS Financial, told Mortgage Soup: “We have always been about transparency and accessibility, and we do not want that to change.

“Yet, as we have grown and can offer more services to our clients, our brand needed to represent that. We wanted a logo that showed modernity but also clearly highlighted what industry we are in.”

The refreshed identity (main picture, top left) uses a dual-font approach, blending colourful modernity with a more traditional design that Conway says reflects the balance between innovation and trust.

GROWING PROPOSITION

The new look also signals the breadth of services now on offer, including buy-to-let and portfolio landlord planning, later life lending, bridging, commercial and self-build mortgages as well as protection products.

Conway said the rebrand was not prompted by a merger or restructuring but by a desire to “shout a little more” about the firm’s growing proposition.

“We see ourselves as an advisory firm, not a brokerage,” he added. “Our brand is about professional advice leading to great outcomes, not just selling mortgages.”

The firm, which employs 25 staff, involved its team closely in the redesign process. AS Financial also holds a 4.9 rating on Glassdoor, something Conway says shows “people are proud to work here”.

CUSTOMER-FIRST

Customer reviews remain a cornerstone of its reputation. “It’s not just the five stars that matter – it’s the content,” Conway said. “Clients highlight our professionalism, personalised service and excellent communication.”

One recent client, a first-time buyer, praised the firm for being “very professional, thorough” and for guiding them through a failed deal and into a successful mortgage. Conway said helping first-time buyers remains a particular focus: “They are the most vulnerable in the system, and our approach gives them the space to make decisions with a safety net.”

Looking ahead, Conway expects technology and AI to play a greater role in the industry but maintains the human adviser will remain central.

“The market is so fluid that clients look for reassurance of their decisions. A machine simply can’t do that right now,” he said.

And with mortgage rates softening and ministers pledging to boost housebuilding, Conway believes prospects are bright.

He added: “The next 12 months look more positive than the last 36.”