Specialist lender Untangled has launched a new website, completing its transition from Ampla Finance.
The business has now adopted the Untangled name across its customer communications, marketing and digital channels.
Untangled said it had invested in its brand, technology and customer experience during the past year as it sought to build its services around the circumstances faced by borrowers.
The website organises customer journeys around the situations that borrowers are seeking to resolve, rather than individual lending products. It is intended for borrowers, brokers and legal professionals.
Untangled continues to specialise in legal finance, including lending for probate, inheritance and family law matters, while expanding into related specialist lending markets.
The brand was introduced at the NACFB Commercial Finance Expo earlier this year and subsequently presented at a series of legal sector events.
Peter Beaumont, chief executive officer at Untangled, said: “Specialist finance has traditionally been built around products, but our customers don’t think in products. They think about the situation they’re trying to resolve.
“They’re dealing with probate, family matters, property transactions or legal processes that have become complicated, and they’re looking for somebody who understands those challenges and can help them make progress.
“That’s the thinking behind Untangled. We’ve created a business that starts with the customer rather than the lending product, because that’s a much better reflection of why people come to us in the first place.
“This brand transition is an important milestone, but it isn’t the finish line. It gives us the foundation to continue developing our proposition, reach more customers and build a business that can support people through an even broader range of situations.”
Fraser MacDougall (pictured), director of marketing at Untangled, said: “The market has a habit of making complex situations sound even more complicated, but we wanted to take the opposite approach.
“The website has been central to that thinking. Rather than asking people to understand our products first, we’ve built it around the situations they’re trying to resolve.
“Whether somebody is dealing with probate, a family matter or another complex legal issue, they can quickly understand how we can help.
“From the name itself through to the language we use and the digital experience we’ve created, every decision has been driven by one question: does this make things clearer for the customer?
“The response we’ve received since first introducing the brand at the NACFB has been incredibly encouraging. Seeing everything now come together under one identity is a significant milestone for the business and gives us a strong foundation for what’s next.”
Tyrell Batchelor, commercial broker at Provide Finance, added: “The new and improved design gives customers a more modern and welcoming experience, making the brand easier to remember and stay connected with. We are excited to see Untangled’s growth continue”
Sadie Glover, partner at Blaser Mills, said: “As a family lawyer, I know how important it is for clients to have access to practical funding solutions when they need them most.
“The rebrand to Untangled feels fresh, approachable and perfectly aligned with the company’s mission of helping clients overcome financial obstacles during litigation.”
