West One Loans has announced a rebrand as well as the launch of a new proposition.

The institutionally funded lender, which has distributed through a limited network of key relationships for more than 10 years, has confirmed it will now open its proposition to the whole market, including networks and clubs.

Originally a bridging specialist, West One will now offers four product categories that include bridging loans, development finance, buy-to-let (BTL) and second charge mortgages.

For the relaunch, West One has redesigned its website which now carries improved detail on the product ranges available, and will also include case studies of West One’s ability to solve complex client situations through pragmatic credit underwriting and flexible service.

West One was founded in 2005 and last month completed a securitisation worth £267.8m, with a portfolio of loans split between second charge mortgages and first charge BTL mortgages.

Marketing director at West One’s parent company, Enra Specialist Finance, Haley McPherson, said: “We are excited to launch West One's rebrand to the specialist lending market and the wider finance industry. For over 10 years we have quietly distributed our products through a network of specialist introducers and formed deep relationships over many years.

“Despite the pandemic, 2020 has been another strong, profitable year for the business with our first public securitisation, renewed commitments from our funding partners, and the launch of our complexBTL range.

“This brand refresh allows us to better communicate our offering to a wider audience, and provides a launch pad for further growth in 2021, particularly as we look to grow nationwide distribution further through networks and clubs.”

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