Premium Funding and Principal Finance have announced that their combined name will be Arteva Funding, and they will launch a new logo, visual identity, social media accounts, and website.
Early this year, Premium Funding and Principal Finance merged under new ownership of Pemba Capital Partners, a growth-focused investor in Australia and New Zealand.
The new Arteva Funding brand is the result of an extensive research process that has been undertaken since the companies announced their merger. According to a company release, the new name, logo, visual identity, social media accounts, and website solidify the newly merged company's position in the market and represent its purpose, vision for the future, and dedication to industry innovation and customer service.
Commenting on the rebrand, Arteva Funding chief executive officer Daniel Gronert said: “The rename and rebrand is a significant milestone in our integration journey. Arteva Funding unites our team under the one banner and defines who we are. Our independence, use of technology to drive change, and commitment to providing an exceptional funding experience for both our broker partners and clients are reflected in our new brand identity. We're different to others in the market, and the branding does a great job of representing that.”
In addition to the rebrand, Arteva Funding has launched a new broker-facing system, PF LIVE, replacing the existing Premium Funding Pty Ltd system, Red-eFund.
PF LIVE provides in-depth reporting, real-time client activity updates, a centralised client view, improved communication features, and a seamless funding experience. Users of the Red-eFund will automatically be upgraded to PF LIVE.
Commenting on PF LIVE, Arteva Funding head of systems and strategy Ross Hayward said: “Using technology to transform the industry has always been a priority for both Premium Funding and Principal Finance.
“PF LIVE has been built in-house from the ground up, and we have involved our broker partners in every step along the way. The new system not only simplifies the funding experience but also gives our broker partners more data to help forge growth strategies and complete transparency over their client relationships. It's way more than just a place to organise a funding contract; it's a business tool.”
