Ultimate Finance unveils updated brand identity

Ultimate Finance, a UK-based asset-based lender, has unveiled a refreshed brand identity as part of its ongoing strategy to strengthen market presence and support ambitious growth plans.

The new brand look was revealed at the recent NACFB Commercial Finance Expo in Birmingham and reflects the company’s commitment to being the funding partner of choice for UK businesses.

The brand update follows a period of strong performance since the launch of the lender’s current business strategy in 2020, during which time Ultimate Finance has significantly grown its loan book and market share.

“This evolution of our brand better reflects our market position and meets the expectations of our broker network,” said Yvonne Balfour, Chief Marketing Officer. “In a crowded marketplace, it is vital to differentiate our proposition and be noticed.”

The refreshed identity features a new illustration style and distinct brand colours, helping to elevate visibility and recognition. Early feedback from brokers and partners has been overwhelmingly positive, according to the company.

The new look comes alongside notable product enhancements, including increased maximum facility sizes for Working Capital solutions and expanded Asset Finance securitisation, developments that reinforce Ultimate Finance’s tailored approach to supporting UK SMEs.

Founded in 2002 and part of international investment firm Tavistock Group, Ultimate Finance supports over 4,000 businesses across the UK with flexible funding products, including working capital, asset finance, and property funding.