Fortwell Capital's product range will continue to serve four property funding channels: bridging, premium buy-to-let, development and structured finance.
There is no change in personnel and the business continues to operate from its Hanover Square premises in central London.
Colin Sanders, chief executive officer, said:
“The name Omni Capital has served us well these past five-and-a-half years. But the time was right for a change. There are several sound commercial reasons why.
“First, there are other businesses called ‘Omni’ operating in an increasingly similar trading space to ours. Until quite recently our paths have not crossed too obviously, but of late this has changed, causing a degree of confusion in the market and amongst our clients. Our new name removes this difficulty and creates a clear, separate identity.
“Second, our deep and continuing investment in Omni Capital Retail Finance – our point-of-sale credit business based in Watford – has helped establish it as one of the leading lenders of its type in the UK. By changing our name, we’re giving OCRF the room to breathe and develop the Omni brand in its own distinct way.
“Third, we feel it’s time for a re-fresh. We started as a simple, one-product bridging lender but have grown rapidly to become a multi-channel provider serving a range of sectors, particularly high-value, prime property. We believe our new name better expresses this, capturing as it does our strengths – ‘Fort’ – and the deep pool of funding and resources on which we can call – ‘Well’.
“We hope the name resonates well with our customers and partners. We’re not making a big fuss about it – although you’ll certainly see it in our marketing output – but, critically, want people to understand one thing: we might have a new name, but everything else is the same or better. New Name. Same values.”
