LendInvest is the world’s largest peer-to-peer marketplace for property, a leading short-to-medium term mortgage lender.
LendInvest has today revealed an entirely new visual identity, including a new logo and website.
The rebranding highlights the key strengths of the company while reaffirming LendInvest’s position as the leading (and world’s largest) peer-to-peer marketplace lender for property.
For investors, the new branding highlights the fact that LendInvest’s investments are secured against property; they are ‘investments you can touch’.
For borrowers, the new brand makes it clear that LendInvest is not a traditional finance company.
Since launching in 2013, LendInvest has lent almost £400m to property investors and developers in the UK.
As LendInvest moves towards becoming a mainstream brand, the new visual identity better represents the company’s brand values.
LendInvest started out in 2013 as an investment product for High Net Worth investors (initially with a minimum investment of £50,000).
However at the beginning of 2015, the minimum investment on the platform was reduced to £1,000, bringing LendInvest to a much wider audience and closer to its goal of making property an investment for everyone.
For the rebrand LendInvest collaborated with global branding house DesignStudio – the team behind the successful rebranding of AirBnB.
Earlier this year LendInvest hired Bart Boezeman, who was previously a senior global brand and marketing executive at Microsoft, to take on the role of Chief Marketing Officer. Mr Boezeman led the rebranding in conjunction with DesignStudio.
LendInvest’s new logo is based on the projection of the letters L and I, whilst playing with suggestions of growth, buildings and open doors.
After examining the colours used by P2P competitors and other businesses in the financial services sector, LendInvest decided to move away from corporate blues and purples, in favour of something different.
The colour yellow features strongly in the new brand, representing energy and optimism.
Textures are also an important element of LendInvest’s brand imagery, representing the tangible nature of an investment in property – and an investment that is real.
LendInvest CEO, Christian Faes, said: “We now have the foundations to build a truly mainstream brand in financial services.
“As part of this process we’ve done a tonne of research and testing with existing customers, and different prospective consumer demographics, along with our own team.
“People are fed up with the banks, and both investors and borrowers are looking for new (and better) ways to do things.
“This is at the core of what we’re about at LendInvest, and this is what we are portraying with our new branding.”
DesignStudio Founding Partner, Ben Wright, said : “It was a lot of fun working with LendInvest – they are clearly not your average financial services business.
“From talking with co-founders Christian and Ian, it was really clear from the start, that their whole business is about trying to do things in a different way.
“LendInvest and DesignStudio share this ethos, which ultimately led to a highly collaborative and successful process.”