Advantage Home Loans was launched on 1 July, with a new logo, corporate identity and website www.afg.co.uk.
The company aims to deliver the best packaging and lending service under one brand. Their branded range of products will continue to be promoted on both Trigold and Mortgage Brain sourcing systems under ‘Advantage’.
Advantage Co-founder and Director Keith Dearling commented: “We are creating a single, elite brand which will simplify the business, guarantee service excellence and maximise income opportunities for our network partners and their members.
"We want the Advantage name to be synonymous with the best packaging and lending service for the sub-prime market, offering definitive solutions – the ultimate cascade!”
Peter Bass, head of sales & marketing adds: “Branded lending, encompassing the broadest product range imaginable is definitely the future of the sub-prime market, as every aspect of the mortgage process [from initial enquiry through to release of funds] is completely in our hands giving us total control over service quality and product delivery. When you factor in significant procuration fee increases, I cannot imagine a serious mortgage professional being satisfied with anything less than a ‘Branded’ solution.”
