The Mortgage Lender (TML) has launched a new brand promoting ‘lifestyle lending.’

Its new identity is partnered with the strapline ‘Real Life Lending’, which deputy chief executive, Peter Beaumont, believes is a fresh perspective so urgently needed in the market.

He said: “The sector likes to pigeonhole lenders like us as specialist, we even got caught up in the term ourselves for a while, but we’ve really given it some thought and asked ourselves what that term actually means. It never sat well with us.

“Because we’ve brought decades of experience to a new lending business, we’re hell-bent on changing the landscape – starting with a better description of what it is we do.

“Economics have changed, as have people’s lifestyles. So ‘complicated’ or ‘specialist’ is the new normal and our approach adapts to the most complicated lending situations. That for us, and we believe for most borrowers, is represented best as ‘lifestyle lending’.”

The Mortgage Lender has a range of products designed to meet the demands of modern life, including financial hiccups like divorce, a switch to self-employment and lending past retirement.

Beaumont added: “The sector is in danger of failing to keep in touch with the modern needs of borrowers.

“We believe humans need homes and we love lending – it’s as simple as that – our new brand, the language we use and the way we look all relate to the mortgage market as it is today, not what it was 20 years ago.”