Ben Lloyd

Pure Commercial Finance rebrands and launches parent company




Pure Commercial Finance has rebranded to Pure Property Finance and has also announced the launch of its parent company, Pure Advisory Group.

In the last 14 months, Pure Advisory Group has launched two new brands: Pure Wealth Management and Pure Structured Finance to sit alongside what is now called Pure Property Finance.

Andrew Hosford heads up Pure Structured Finance, which targets more complex debt structures and higher value transactions, while Paul Cox and Stuart d’Ivry run independent financial advisory practice Pure Wealth Management.

Pure Property Finance is a specialist finance brokerage that sources and arranges funding for a range of uses, including residential, commercial and second-charge mortgages, property development, bridging finance, and buy-to-let.

“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,” said Ben Lloyd, managing director at Pure Property Finance and Pure Advisory Group (pictured above).

“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 [with] our investment business, so we took the view to make our name less niche and more in line with our broader offering.

“This now closes the loop for Pure Advisory Group on a period of major investment into the diversification of what advisory support we bring to our clients across the various stages of their financial cycle.”

There are currently 30 members of staff across the group, with plans to employ more by the end of 2020 if it hits its growth targets.

The addition of the two brands this year came after Pure Commercial Finance was named Best Commercial Broker at the Bridging & Commercial Awards 2019, as well as being nominated for three of their 2020 awards.

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