GE rebrands lender as GE Money Home Lending

GE Consumer Finance Home Lending is to be rebranded as GE Money Home Lending from Tuesday October 4, as part of a GE global initiative to align all worldwide businesses under a single brand.

In the secured sector, due to the brand values, the igroup and First National brands will remain on its first and second mortgage products.

In the unsecured division, all products will be branded GE Money.

The firm says the GE Money brand has been adopted to reflect the company’s core values of speed, flexibility and trustworthiness.

As one of the world’s largest companies, rationalisation and the creation of a strong and consistent identity are crucial says GE.

The company is hoping that a strong brand will encourage enhanced customer focus across the business.

Colin Shave, CEO, GE Money Home Lending, says: “This rebranding is a really exciting development for us.

“As part of the one of the largest and most respected companies in the world we are able to share best practice across our businesses and continually improve our customer offer.

“Also, our specialist skills give us flexibility and speed and the rebranding of our company is intended to highlight these benefits.”