Brokers have reacted positively to Jerrold Holdings' major rebrand to 'Together'....
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div>Brokers have reacted positively to news that Jerrold Holdings has changed its name to Together.
The announcement, which was made on Monday, sees the 40-year-old lender encompass the full range of the group’s products, formerly known as Auction Finance, Blemain Finance, Bridging Finance, Lancashire Mortgage Corporation and Cheshire Mortgages Corporation.
Gary Bailey, Sales Director at Together, said he hoped the brand would bring the lender into the mainstream market and help make sourcing finance easier for brokers.
“For brokers, the new brand will complement the improvements we’ve been making to ensure their process is a quick and easy one,” said Gary.
“Our new broker portal will undergo further developments in the coming months as we embed the new brand, which will help us in improving efficiency and meeting the demands of new regulation.”
Lucy Hodge, Director of Vantage Finance, was a fan of the rebrand and felt the decision to consolidate the branding was an ‘excellent’ one as it would create synergy between the brands.
“The Blemain brand is well known and respected and therefore it’s a brave but respectable move from the provider, showing its confidence to deliver such a large project,” said Lucy.
“Any lending business which has operated over 40 years throughout ups and downs deserves credit and admiration, and is clearly more than just a name - however, a face lift to bring the business into today’s market visually is a positive in my view.
“There has been a considerable amount of work and effort gone into the exercise and it has paid off.”
Specialist distributor Brightstar also praised the rebrand having rebranded themselves earlier this year.
Rob Jupp, CEO of Brightstar, said if done correctly could have a tremendous effect and said its rebrand yielded instant results.
“Not only did we receive very positive feedback but business levels rose by 20% in the month after the rebrand and they have continued to rise ever since,” said Rob.
“The Together rebrand should have similar results because the company sought so many opinions from people around the industry in their consultation phase.
Rob was involved in the consultation phase and added: “Over the years, I've worked in partnership with the team and their support has been invaluable in helping my business to grow, despite sometimes challenging market conditions.
“For me, the new name reflects our working relationship and I love the new logo and brand design and find the website really clear and easy to use.”
Amicus rebranded from Capital Bridging in February this year and Keith Aldridge, Managing Director, said like with Amicus time would tell whether the change to Together was the right choice.
“The brand in my opinion has to reflect adaptability, approachability and amenability,” said Keith.
“It has to be clearly understood by the target market and sometimes there is an education piece to be undertaken when launching.
“But as we found with Amicus I suspect Together will have little difficulty in reinforcing its client base.”
As well as spreading the word through B&C and Loan Talk, Together has been using Twitter to get its rebrand across and seen plenty of upbeat reaction from the industry.
Brightstar Bridging tweeted: “We love the new brand identity of TOGETHER for former @blemaingroup. Well done to @NickJones007 and co. #SpecialistLender #Partner #Madeasy.”
Positive Lending also tweeted: “Good luck to Mark and the team at Jerrold Holdings with the rebrand to Together @blemaingroup.”
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