New logo, website reflect offering
Non-bank lender First Mortgage Trust has unveiled new branding, which has been a work in progress for nearly two years.
The website has been updated as a modern, easier-to-navigate platform with the ability to add new features in the future.
The new logo was chosen to reflect the importance of the First Mortgage Trust’s personal approach and signifies growth, partnerships, and forward thinking.
CEO Paul Bendall (pictured) said the rebrand was something the company has been focusing on for its investors and borrowers.
“We did workshops with the team and reflected on our history, value proposition, and where we want to go as an organisation,” Bendall said.
“We then got the logo designed and necessary branding before we could be up and running.”
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Bendall said the refreshed look (pictured below) was designed as a reminder about where the company has come from and where it wants to go next.
“It was about enhancing our digital offering through our down-to-earth approach. It is about looking after our borrowers and investors and servicing their needs as we look to offer a digital self-service on our new website in the coming months,” he said.
Bendall said it was important First Mortgage Trust did not completely integrate online as some customers do not have access to the internet or computers.
However, the next generation coming through would have different expectations when dealing with the non-bank lender.
Bendall said advisers made up a large part of the lending side of the business, with approximately 70% of loans generated through the adviser channel.
“We are expanding our national footprint across the country as we grow our adviser network too. We encourage advisers to become accredited with us so we can work with them.”
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Bendall said the company was active and was observing what was happening across the market regularly for its investors and borrowers.
“We have a 25-year strong reputation of investor-first mentality, so for us it is about optimising investor return, so we focus on that,” he said.
First Mortgage Trust has appointed long-standing financial controller Roger Ford to the role of chief financial officer, which Bendall said reflected the changing needs of the business.
“The world around us is changing quickly, so Roger’s appointment reflects the need to be more strategically focused rather than operationally focused,” Bendall added.
