As Foundation unveils its new brand identity dropping ‘Home Loans’ from its name and adopting the strapline: ‘Making Mortgages Happen’, director of sales, Grant Hendry, sat down with director of marketing, Georgie Atkin-Park, to explore what this transformation means for the business, brokers, and their future within the specialist lending market.
Grant Hendry (GH): Georgie, how did the rebrand journey begin?
Georgie Atkin-Park (G A-P): It started with a clear view that our outward identity no longer reflected the business we had become. Foundation had grown, our systems had strengthened, and our teams were dealing with more complex cases than ever. Yet the brand still suggested something narrower and less structured. We needed an identity that matched the depth and maturity within the business.
GH: Why was now the right time to make the change?
(G A-P): The specialist market has moved on. Cases are more complex, demands on service are higher, and brokers need clarity and steady support. We’d already built the structure to meet those needs. The rebrand brings that work into view. It’s the right moment to express who we are today and set a clear direction for the future.
GH: The new line, ‘Making Mortgages Happen’, sits at the centre of the identity. What does this mean in practice?
(G A-P): It sums up how we work. Brokers come to us with cases that need clear decisions and progress. Our teams use their experience to understand the detail and move cases forward. It’s a simple, honest statement about our role. It reflects action, not theory, and it fits the way brokers work today.
GH: How does this reposition Foundation within specialist lending?
(G A-P): It shows the scale and maturity of the lender we now are. We’re a non-bank lender with strong systems, a clear structure and a service model shaped by people who have lived this industry. The new identity helps brokers see that. It sets out who we are: a lender built for real cases, with steady decisions and a direct, clear approach.
From your side, Grant, how does the new brand help the sales team and the brokers you speak with every day?
GH: It gives us an identity that matches the conversations we already have. Brokers want clarity, structure and decisions they can rely on. The new identity reflects that. It reinforces what we do in practice and strengthens the trust that underpins our work with brokers. It feels aligned with the real experience of dealing with Foundation.
(G A-P): What does this unlock in terms of how we talk about our value to brokers?
GH: It lets us be more direct. We can talk less about process and more about how we help cases move forward. Brokers want practical support. They want a lender who understands the detail and can give a steady answer. The identity helps us show the breadth of our expertise and why we’re a safe choice for complex buy to let and residential cases.
(G A-P): What does the rebrand mean for brokers day to day?
GH: It means more consistency. The look and feel they see online, in the portal or in our documents will now match the service they get from us. Nothing changes in terms of underwriting or criteria. What changes is the clarity with which we present our offer. It gives brokers a more accurate sense of who they are dealing with.
(G A-P): Long term, what should the broker community expect to gain from this rebrand?
GH: A stronger, more structured lender. This rebrand is not an end point. It’s the base we build from. You’ll see more support, clearer communication and tools that help brokers work with complex cases. Brokers want a lender who listens and acts. This identity helps us keep delivering that.
