Bridging lender Omni Capital Partners has rebranded as Fortwell Capital.
The firm has decided on the name change to avoid confusion with Omni Equity Partners, the investment firm that last year bought a minority stake in Brightstar.
Fortwell will continue to operate from its Hannover Square premises in central London and there will be no change in personnel.
The lender will continue to operate in the bridging, buy-to-let, development and structure finance sectors.
Chief executive Colin Sanders says: “The name Omni Capital has served us well these past five-and-a-half years. But the time was right for a change. There are several sound commercial reasons why.
“First, there are other businesses called ‘Omni’ operating in an increasingly similar trading space to ours. Until recently our paths have not crossed too obviously, but of late this has changed, causing a degree of confusion in the market and amongst our clients. Our new name removes this difficulty and creates a clear, separate identity.
“Second, our deep and continuing investment in Omni Capital Retail Finance – our point-of-sale credit business based in Watford – has helped establish it as one of the leading lenders of its type in the UK. By changing our name, we’re giving OCRF the room to breathe and develop the Omni brand in its own distinct way.
“Third, we feel it’s time for a re-fresh. We started as a simple, one-product bridging lender but have grown rapidly to become a multi-channel provider serving a range of sectors, particularly high-value, prime property. We believe our new name better expresses this, capturing as it does our strengths – ‘Fort’ – and the deep pool of funding and resources on which we can call – ‘Well’.
“We hope the name resonates well with our customers and partners. We’re not making a big fuss about it – although you’ll certainly see it in our marketing output – but, critically, want people to understand one thing: we might have a new name, but everything else is the same or better. New name. Same values.”