Bluestone updates logo to better reflect its niches

Launched on Monday (22 May), Bluestone's new circular logo (see below) and tagline of “lending shaped around you” aims to demonstrate its approach to fit the loan to the customer.

According to the non-bank lender, the move comes to better reflect its service proposition.

Bluestone chief executive Campbell Smyth commented on the new branding: “We had two problems we were looking to solve: firstly, feedback from brokers was that they weren’t completely clear what a Bluestone customer looked like and secondly, our lack of brand awareness with borrowers made it harder for brokers to recommend us.

“The home loans market is a noisy space. With our new brand positioning, we wanted to send a clear message that we champion the untypical borrower, regardless of circumstances.

“From a single parent working two jobs or a first home buyer with a small deposit to a self-employed tradie, a permanent casual worker or a professional couple looking to invest in property through their SMSF, Bluestone has a loan for you.”

Mr Smyth added that the way Australians work has “fundamentally changed” over the last few years, as borrowers who work PAYG jobs and fit strict lending criteria are “still regarded as the norm”.

“We believe that’s old-fashioned thinking and that the untypical are more likely to be your typical borrower,” he said.

"For some brokers Bluestone has been regarded as a niche player in a niche market. With this new look and feel, we’re celebrating the diversity and individuality of everyone who aspires to buy a house. We think it’s a more modern approach to home loans and reflects the Australia of today.”

Bluestone's new logo:

The move is part of a raft of changes announced by the non-bank in recent weeks as its bolsters its broker offering.

Earlier this month, Bluestone announced it increased the upfront commission paid to brokers for some loans, raising the commission rates for Specialist, Specialist+, and SMSF loans as of 1 May 2023.

The updated commission rates for new applications are 0.80 per cent from 0.65 per cent for Specialist and Specialist+ loans and 0.70 per cent from 0.65 per cent for SMSF loans.

In addition, the non-bank lender launched a Scenario Hotline (13 BLUE) to provide brokers with direct and immediate access to an experienced underwriter and workshop various loan scenarios.

Furthermore, the non-bank lender recently appointed three new business development managers (two for NSW and one for Queensland) and added to its broker success team.

Mr Smyth concluded: “Brokers tell us that they value their relationship with Bluestone because of our flexibility and the service they receive from our team. Underpin those attributes with fairer commissions and access to experienced underwriters to help workshop solutions and we are confident we have a strong platform to help brokers with their ‘out of the box’ customers in the years ahead.”

[RELATED: Bluestone lifts broker commissions for complex loans]