Pure Commercial Finance has rebranded as Pure Property Finance.
In addition, Pure Property Finance will sit under new parent company, Pure Advisory Group.
The move has created new roles and the company aims to hire for new positions by the end of 2020, however this is dependent on Pure Advisory Group’s growth targets.
Ben Lloyd, managing director of Pure Property Finance and Pure Advisory Group, said: “When we set up Pure Commercial Finance back in 2013, we were solely focused on the commercial and residential investment market and at that time, we considered ourselves as commercial finance brokers exclusively.
“Since then, we have broadened our FCA permissions and added various regulated consumer products to our service offering residential first and second charge with specialist teams within the business to service those client types.
“With the emergence and growth of those teams it has seen our regulated consumer business catch up our investment business, so we took the view to make our name less niche and more in line with our broader offering.”