Platform set to unveil new brand strategy

Platform, the new one-stop lending arm of Britannia created from the merger of Platform Home Loans and Verso, will unveil its new brand on January 30.

Platform&#39s range of products will include the buy-to-let and self-cert products that used to be sold through Verso and the non-conforming range that was under Platform Home Loans, plus a number of new products.

Guy Batchelor, sales and marketing director, says: “The new brand is clear, consistent and, as it is a revised form of the original Platform Home Loans logo, already familiar to intermediaries. Brokers will recognise it as a mark of our commitment to service and the development of competitive mortgage products.”

Broker research undertaken by the lender found that brokers look for lenders with one point of contact who can process an application for any type of mortgage from a single range of products, regardless of the client&#39s criteria.

This is the basis for Platform&#39s new cascade underwriting and Batchelor says: “If a customer applies for a self-cert loan, and the intermediary doesn&#39t realise that that person has arrears or a CCJ, we won&#39t automatically decline the application. We will instead try to offer a product from right across our range, including non-conforming deals, so nearly every customer will be able to get a mortgage offer through us.”

The new logo will appear on Platform materials including product information, business stationery, its website and application forms. A series of roadshows to launch the new brand will run for three weeks throughout February, in Southampton, Newport (South Wales), Birmingham, London, Newcastle, Manchester and Sheffield.