L&C Mortgages has unveiled a new brand identity as it seeks to strengthen its position in the UK mortgage advice market.
The fee-free mortgage broker said the refreshed branding was intended to make the business more recognisable to borrowers at a time when mortgage decisions had become more complex.
The new identity includes the introduction of Lucy, a character designed to act as a guide through the mortgage process and to reflect the support provided by L&C advisers.
L&C said the refresh had been informed by consumer insight, with a focus on trust, simplicity and long-term customer relationships.
Gemma Bacon, chief marketing officer at L&C Mortgages, said: “Mortgage brokers play a key role for most UK homeowners, yet few brands truly stand out.
“We’ve transformed L&C into a brand that’s not only more memorable, but one that better reflects who we are, a trusted partner delivering expert advice without charging a fee.
“With Lucy leading the way, we’re bringing our friendly, supportive approach to life like never before. As the market grows more complex, standing out has never been more important.
“This isn’t just a new look it’s a bold step forward. The rebrand will power L&C’s next phase of growth, ensuring it continues to lead the market while staying true to its core promise: helping customers secure the right mortgage without paying a fee.”
