"Our old identity no longer showed the lender we had become"
- Pete Ball - Foundation
Foundation has unveiled a new brand identity and will now trade simply as Foundation, dropping Foundation Home Loans as it looks to better reflect the scale and capability of the business it has become.
The specialist lender launched its rebrand today, 12 January 2026, stating that the change supports its ongoing work with brokers handling complex buy-to-let and residential cases. Foundation said the updated identity marks a clear step forward as the business continues to mature.
The shift includes a shorter name, a refreshed visual identity and a new tagline, ‘Making mortgages happen’. According to the lender, the changes aim to align its external presentation with how the business operates today as a non-bank specialist buy-to-let lender with established systems, experience and a structured approach to specialist lending.
Foundation said the new identity places greater emphasis on clarity and structure, giving brokers a clearer picture of a lender designed to manage real-world complexity across a wide range of cases.
Despite the new look, Foundation said its approach to lending remains unchanged. The lender will continue to use manual underwriting, apply flexible criteria and offer direct support to brokers across its product range.
“Our old identity no longer showed the lender we had become,” said Pete Ball, chief executive officer at Foundation. “Foundation has grown, the market has grown, and brokers now deal with cases that need more clarity and more structure. This rebrand reflects the depth behind the business, the strength of our teams and the role we play in specialist lending.
“We make mortgages happen because our people have the experience to understand real cases and move them forward. That is what brokers need from us, and the new identity makes that clear.”
Alan Davison, chief commercial officer at Foundation, said the rebrand provides a clearer way to explain how the lender supports brokers. “This gives us a clearer platform to talk about our lending and the support we give brokers,” he commented. “The rebrand is not just a fresh coat of paint, it better reflects the systems, partnerships and expertise that sit behind our proposition. Brokers want steady decisions and clear communication. This identity helps us deliver that with more confidence.”
Grant Hendry, director of sales at Foundation, said the updated brand reflects how the lender already works with intermediaries. “Our teams work with brokers on complex cases every day,” he added. “The new identity mirrors the conversations we already have, simple, direct and focused on moving cases forward. Brokers will see a brand that fits the service they get from us.”
