Foundation simplifies name with new brand identity

Foundation Home Loans has launched a new brand identity, simplifying its name to Foundation.

The rebrand also includes a new visual identity and a new tagline: ‘Making mortgages happen.’

Pete Ball, chief executive officer at Foundation, said: “Our old identity no longer showed the lender we had become. Foundation has grown, the market has grown, and brokers now deal with cases that need more clarity and more structure. This rebrand reflects the depth behind the business, the strength of our teams and the role we play in specialist lending.

“We make mortgages happen because our people have the experience to understand real cases and move them forward. That is what brokers need from us, and the new identity makes that clear.”

Alan Davison, chief commercial officer at Foundation, commented: “This gives us a clearer platform to talk about our lending and the support we give brokers. The rebrand is not just a fresh coat of paint, it better reflects the systems, partnerships and expertise that sit behind our proposition. Brokers want steady decisions and clear communication. This identity helps us deliver that with more confidence.”

Grant Hendry, director of sales at Foundation, added: “Our teams work with brokers on complex cases every day. The new identity mirrors the conversations we already have - simple, direct and focused on moving cases forward. Brokers will see a brand that fits the service they get from us.”