Asset-based lender Ultimate Finance has announced the launch of its updated brand identity as part of its growth plans.
The UK-based company stated that since introducing its current business strategy and brand in 2020, it has achieved “significant growth” in both its loan portfolio and market presence.
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Ultimate Finance’s choice to invest in the brand supports its ongoing product and growth strategy.
Ultimate Finance chief marketing officer Yvonne Balfour said: “We are delighted to reveal our updated brand look and feel, showcased at the recent NACFB Commercial Finance Expo in Birmingham.
“This evolution of our brand better reflects our market position and meets the expectations of our broker network. In a crowded marketplace, it is vital for us to differentiate our proposition and be noticed. By developing our unique illustration style alongside our distinct brand colours, early feedback has demonstrated the significant impact the new look is already having.”
The lender said it has reported “strong” performance this year, with enhancements such as an increased maximum facility size for working capital and expanded asset finance securitisation.
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By GlobalDataIn Q1 2025, Ultimate Finance provided more than £62m ($84.4m) in new funding facilities.
During the first three months of the year, the company offered more than 500 new facilities across its financial solutions, including asset finance, working capital, and bridging finance.
Announcing the numbers in April, the company reported that asset finance alone reached a record monthly high, exceeding £10m.
Later that month, Ultimate Finance expanded its asset finance securitisation facility with Lloyds Bank from £100m to £145m.
Earlier this month, the company announced an increase in its maximum invoice finance facility size from £7m to £10m.
Ultimate Finance stated that this enhancement in its working capital offering will enable it to continue building a presence in the market for larger deals and ensure it provides a competitive, distinct, and wide-ranging solution offering.
