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Freedom Lending to become Wave

Freedom Lending has finally revealed its new brand name as Wave.

The new brand name follows its acquisition by investment bank Merrill Lynch from Freedom Finance last year. The specialist lender will replace its old name and logo immediately.

Wave director of marketing Mel Dring says: “When we started searching for a new brand name, we asked mortgage brokers and distributors what they liked about the company. They told us that our underwriters were accessible and always happy to talk, that our sales staff were willing to find solutions to more challenging cases and that our product development team was able to create mortgages which met their specific needs. In short, they said our business was on the same wavelength as their own. A great compliment and the inspiration for our new name: Wave.”

Dring adds: “We have ambitious targets for the future and have already announced a number of enhancements to our product range. With the backing of Merrill Lynch we are well placed to accelerate our growth plans and position the business as one of the leading specialist lenders in the UK. This is an exciting time for the company and I can guarantee you will be hearing a lot more about Wave in the weeks ahead.”

Wave’s products will remain the same.

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