Ampla Finance, the specialist lender focused on legal finance and inheritance-related lending, has today unveiled Untangled, a new brand identity which reflects the lender’s wider long-term direction across specialist legal and property finance.
The introduction of the Untangled brand is to be revealed at the NACFB Commercial Finance Expo as part of the business’s ongoing repositioning towards a broader specialist finance platform focused on supporting customers and professional partners through complex financial situations.
The lender said the new identity reflects changing customer expectations and a move away from a more traditional financial services image, with a stronger emphasis on clarity, accessibility and real-life financial complexity.
Key elements of the new brand direction include:
- A new name: Untangled.
- A new visual identity and tone of voice.
- A repositioning towards a broader specialist finance platform.
- A stronger focus on customer pressure points and real-life financial complexity.
- Planned expansion into additional specialist lending markets in future.
- Ongoing investment into technology and customer experience improvements.
Untangled said the new identity is designed to give brokers, solicitors and borrowers a clearer understanding of the situations the business supports, particularly around probate, inheritance, family law and property-related finance.
The lender added that while the branding is changing, its lending approach remains the same, with a continued focus on considered underwriting, specialist support and relationship-led service.
Peter Beaumont, Chief Executive Officer at Untangled, said:
“For a long time, Ampla looked and sounded like a business from a different era of financial services. The market has moved on, customer expectations have moved on, and quite honestly, we needed a brand that reflected the business we are actually building.
“Untangled gives us that platform. It feels more human, more direct and much closer to the kinds of situations our customers are dealing with every day.
“People rarely come to us during straightforward moments in life. They come to us when something has become complicated, delayed or emotionally difficult, and they need clarity and momentum again.
“This is not simply a cosmetic rebrand. It is part of a wider shift in how we present ourselves, how we communicate with customers and professional partners, and how the business will continue developing over the coming years.”
Fraser MacDougall, Director of Marketing at Untangled, commented:
“One of the challenges with the old Ampla identity was that it looked and sounded like a traditional finance company, whereas the situations we deal with every day are often deeply personal, stressful and time-sensitive.
“A lot of financial services brands still communicate in a very corporate way, particularly within specialist lending. We wanted to move away from that.
“The Untangled identity is clearer, more confident and much more grounded in the kinds of real-life situations our customers and introducers are actually dealing with.”
Further updates around the wider Untangled platform, technology enhancements and future product development will follow later this year.
