PRIMIS and Personal Touch Financial Services (PTFS) have announced they are joining forces under the single ‘PRIMIS’ brand.

PTFS was acquired by LSL Property Services in January 2018.

PRIMIS and PTFS have already undergone significant alignment throughout the duration of 2018, including integrating sales, operational and proposition functions under a single executive team.

The network’s new identity was revealed at PRIMIS’ annual ‘recognising excellence’ conference on 31 January to brokers, lenders and provider partners.

Toni Smith (pictured), chief operating officer at PRIMIS, said: “The unification of PRIMIS and PTFS is extremely exciting and demonstrates our commitment to advisers and customers alike. Now a year since the acquisition of PTFS, the past twelve months have been filled with record milestones and successes. We are hugely excited about our plans for the network and we are confident PRIMIS will flourish further under a single brand.

“A fantastic start to the year, the announcement was extremely well received at our annual event and we look forward to what we can achieve in 2019 as one united powerhouse.”