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Advantedge Financial Services has relaunched its white label home loans, which are now being made available through its aggregation service providers.
The new brand identities for ChoiceLend, FASTLend and PLANLend (formerly PLAN Lending) have been launched to “better reflect” each aggregator brand.
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First launched in 2009, the new branded loans have been refreshed following updates to the products and services over the last two years.
Brett Halliwell, the general manager of Advantedge, said that he believes the change will build on the company’s momentum.
Speaking about the benefits of the decision, the GM said: “We decided to change to PLANLend to ensure consistency across each of our brands. We’ve injected a fresh new look into these brands, while still keeping it simple and easy to understand. This will no doubt help raise brand confidence and generate greater association with the aggregator brands among brokers and their customers.”
Mr Halliwell also said that the change has simplified the business’s pricing structure and will improve the lending process for brokers and their customers.
“We’re also enabling brokers to deliver innovative, yet simple, solutions to their customers through digital verification of identity and digital document delivery and signing for home loans, which launched last month.”
The GM added: “With a quality submission, we generally deliver approvals within 48 hours or less, frequently delighting brokers when the decision is unconditional.”
[Related: Major aggregator to profit from credit changes]
