Equifinance has introduced a full brand refresh, including a new logo, updated livery and a redesigned website, signalling its intention to expand its position in the second charge market.

Founded in 2012, the lender has originated more than £750 million of new business and now manages a portfolio nearing £500 million.

Its entire distribution strategy has been built on intermediary partnerships, a model it says will remain central as it looks ahead.

Chief executive Tony Marshall (pictured) said: “The brand refresh was overdue; the old livery no longer represented the business we have become. We are building on our commitment to the second charge sector and our intermediary partners.

“Equifinance has successfully grown its portfolio and become one of the foremost players in the second charge market.

“Having developed steadily over the past 13 years, we believe the time is right to step up our distribution plans and increase our presence. The rebrand is the first step in this process.”

He added: “Our new logo is just the outward sign of our future intentions. With our new website showcasing our service proposition, our plan is to introduce enhancements in our product range and services in 2026 to satisfy the continued support of our intermediary partners.

“Equifinance will become a major player in the second charge market.”