Tony Machin, group CEO at European Financial Solutions, says: “As we continue our expansion across Europe, we feel that the current brand of Freedom Finance Holdings is leading to confusion.
“Many people see our current brand and think we are a secured loan broker, but this is only one of our business models and only one of our brands.”
He says it feels the change better reflects its more diverse portfolio of businesses across the financial services sector.
He adds: “The current brands within the group will not change, European Financial Solutions will simply be the holding company which represents these at the highest level.
“Our new brand European Financial Solutions Ltd illustrates more clearly our product, geographical and brand diversity, as well as more accurately demonstrating our commitment to invest and expand into broader financial solutions across Europe in the future, as evidenced by our imminent launch of Freedom Finance Finland.”