The name, which will replace the old name and logo immediately, follows the company’s acquisition by Merrill Lynch from Freedom Finance in July last year.
Director of marketing, Mel Dring, explained the rationale for the name: “When we started searching for a new brand name, we asked mortgage brokers and distributors what they liked about the company. They told us that our underwriters were accessible and always happy to talk, that our sales staff were willing to find solutions to more challenging cases and that our product development team was able to create mortgages which met their specific needs. In short, they said our business was on the same wavelength as their own. A great compliment and the inspiration for our new name: Wave.”
Although the company has changed its name, the team behind the company and the products it markets will remain very much the same. The business believes it has built a strong reputation since its launch in May 2004 for marketing competitive prime niche products including self-cert and buy-to-let, as well as providing a fast, efficient and yet personal service.
Dring concluded: “We have ambitious targets for the future and have already announced a number of enhancements to our product range. With the backing of Merrill Lynch we are well placed to accelerate our growth plans and position the business as one of the leading specialist lenders in the UK. This is an exciting time for the company and I can guarantee you will be hearing a lot more about Wave in the weeks ahead.”
