"By enhancing the Group’s current buy-to-let products and services, and placing them under the Rely brand, we’ve effectively created a buy-to-let powerhouse, drawing on the same expertise and experience that our broker partners will already be familiar with"
- Adrian Moloney - OSB Group
OSB Group is preparing to launch Rely, a new buy-to-let lender designed to support the UK’s private rented sector. The brand has been developed to work closely with intermediary broker partners and aims to meet the needs of both first-time landlords and experienced portfolio investors.
Rely enters the market against the backdrop of a national housing shortfall of 4.3 million homes. With tenant numbers expected to increase by 15% over the next five years, the new lender seeks to fill a gap in the market for experienced, specialist buy-to-let lending. The brand’s launch is intended to offer solutions for landlords at every stage of their investment journey.
Built on OSB Group’s existing industry expertise, Rely will operate through a new technology platform designed to streamline the broker and customer journey. The system incorporates data-driven underwriting to accelerate decisions, placing experienced staff on more complex cases where needed. It has been developed in consultation with brokers to ensure it can support a wide range of intermediary needs, while remaining simple and efficient to use.
Among the key features of the new platform are:
A broker registration process completed in under four minutes
A 50% reduction in broker input time through an intuitive digital form
Faster decisions driven by 14 new vendor integrations, enabling same-day offers and reducing processing time by at least 25%
Dynamic valuation processes tailored to property type, with automated valuation model (AVM) capabilities
A data-led approach to case complexity, with in-house experts handling more involved applications
A fully digital post-offer process, with LMS panel integration for conveyancing and same-day fund transfers
“We’ve been working on this exciting new investor brand Rely for over 18 months and partnered with ‘best in class’ technical experts to ensure we’re delivering an experience that will support brokers with their pain points while offering much faster and smoother processing,” said Adrian Moloney (pictured), group intermediary director, OSB Group. “By enhancing the Group’s current buy-to-let products and services, and placing them under the Rely brand, we’ve effectively created a buy-to-let powerhouse, drawing on the same expertise and experience that our broker partners will already be familiar with.”
As part of its broader strategy, OSB Group plans to phase out the Kent Reliance for Intermediaries brand. Its residential lending focus will be consolidated under Precise, which will also handle bridging finance, while InterBay will continue to operate as the group’s commercial lending specialist.
“The wait is almost over as we anticipate the final stages to be completed shortly and we’re looking forward to celebrating our official launch in the Summer,” added Moloney.
