Nottingham Building Society is launching a rebrand under the theme ‘A Different Kind of Society’ to reflect its commitment to financial diversity and the changing needs of savers and borrowers.
This update combined the society’s 175-year heritage with a focus on inclusion and innovation.
The rebrand aims to address the needs of various mortgage borrowers, including freelancers, first-time buyers with unconventional paths to homeownership, and foreign nationals with limited credit histories.
A new visual identity will be rolled out across digital channels today (8th October), with further upgrades to its branch network planned for 2025.
The rebranding initiative followed research by Nottingham Building Society, which found that one in four working people in the UK, or nearly nine million individuals, have put their dream careers on hold due to fears that their job will impact their mortgage eligibility.
The survey of 2,000 UK adults revealed that 26% of respondents, particularly those with multiple jobs, felt they must abandon their career aspirations to secure a mortgage.
Sue Hayes, chief executive of Nottingham Building Society, said: “The UK is no longer a country solely of 9-5 workers.
“Non-traditional working patterns are now becoming the norm, but this is causing issues for millions of people who understandably want to secure a mortgage and own their own home, but can’t.
“More worryingly, our research shows the perception of how lenders approach these cases is actually stopping people from pursuing the careers they really want because they fear the negative impact it will have on their other dream – becoming a homeowner.
Hayes added: “Our new brand is far more than a visual change.
“It demonstrates our commitment to embrace financial diversity and support the millions of people – and the brokers who support them – who are sometimes overlooked by the conventional mortgage market.
“We know we cannot do this alone, and we want our fantastic broker partners to join us on this mission to make homeownership a reality for people with different or tricky finances.
“We recognise that every borrower is unique, and our new identity is a statement of our intent to develop solutions to support those who want to pursue their lifestyle without fear that this puts homeownership beyond them. This is the bedrock of our mutual society’s purpose.”
