UK Mortgage Centre has unveiled a new brand identity as the independent mortgage broker continues to expand its national presence.

The business, which was founded in Warrington, said the rebrand reflects its growth from a local broker into a wider operation serving clients across the UK.

The refreshed identity includes a new-look website and is intended to better reflect the firm’s focus on clear advice, personal service and a less daunting experience for borrowers.

UK Mortgage Centre said the rebrand would not alter its approach, which remains centred on independent advice tailored to individual client needs, including first-time buyers, homeowners remortgaging and people moving home.

Sam Fox (pictured), founder of UK Mortgage Centre, said: “We started UK Mortgage Centre because we believed there was a better way to guide people through the mortgage process. It can feel overwhelming, and we wanted to create something that simply speaks to people in a clear and honest way.

“As we’ve grown beyond Warrington, it became important that our brand reflected how we actually work today, approachable, straightforward and focused on people. What hasn’t changed is our commitment to giving honest advice and making sure clients feel confident and supported at every stage.”

The company said the new identity was designed to signal its growing national presence while retaining the local ethos on which the business was established.

Fox added: “For most people, this is one of the biggest financial decisions they’ll ever make, so it’s about more than just getting from application to offer.

“It’s about trust, clarity and making sure people feel looked after. If the new brand helps us communicate that more clearly as we continue to grow, then it’s done exactly what we set out to achieve.”