Untangled has unveiled its new website, marking the completion of its transition from Ampla Finance.
The business has now fully adopted the Untangled brand across all its customer communications, marketing activity and digital channels.
Designed for borrowers, brokers and legal professionals alike, the new website makes it easier to understand the support available for borrowers, with the journey organised around the situations people are trying to resolve, rather than individual lending products.
Untangled continues to specialise in legal finance, including probate, inheritance and family law lending, while expanding into complementary specialist lending markets.
Peter Beaumont, CEO at Untangled, said: “Specialist finance has traditionally been built around products, but our customers don’t think in products. They think about the situation they’re trying to resolve.
“They’re dealing with probate, family matters, property transactions or legal processes that have become complicated, and they’re looking for somebody who understands those challenges and can help them make progress.
“That’s the thinking behind Untangled. We’ve created a business that starts with the customer rather than the lending product, because that’s a much better reflection of why people come to us in the first place.
“This brand transition is an important milestone, but it isn’t the finish line. It gives us the foundation to continue developing our proposition, reach more customers and build a business that can support people through an even broader range of situations.”
Fraser MacDougall, director of marketing at Untangled, commented: “The market has a habit of making complex situations sound even more complicated, but we wanted to take the opposite approach.
“The website has been central to that thinking. Rather than asking people to understand our products first, we’ve built it around the situations they’re trying to resolve. Whether somebody is dealing with probate, a family matter or another complex legal issue, they can quickly understand how we can help.
“From the name itself through to the language we use and the digital experience we’ve created, every decision has been driven by one question: does this make things clearer for the customer?
“The response we’ve received since first introducing the brand at the NACFB has been incredibly encouraging. Seeing everything now come together under one identity is a significant milestone for the business and gives us a strong foundation for what’s next.”
