MTF unveils new brand identity stressing local expertise

MTF, a prominent specialist lender in New Zealand, has announced a refreshed brand identity featuring a new logo and the tagline "Your Local Money Experts."

The rebranding initiative reflects the company's aim to enhance its connection with local communities and expand its range of financial products. MTF's central services encompass personal, business, and vehicle loans, and the company has recently introduced a mortgage advice product.

In 2023, MTF achieved a milestone by reaching NZD $1 billion in lending assets. Subsequently, receivables increased by 10% to finish the year at NZD $1.1 billion. The brand refresh is a strategic move aligned with MTF's broader growth objectives, focusing on building stronger community ties.

The updated brand identity was launched this week, beginning with new television commercials that aired on Sunday night. This initial phase will follow a continued rollout of the refreshed branding across various platforms in the coming months. The centrepiece of this branding initiative is the new campaign titled "We See You, because we are you," which aims to highlight MTF's commitment to understanding and supporting its customers' individual needs and aspirations through tailored financial solutions.

Chris Lamers, Chief Executive Officer, explained, "MTF is not just a lender – we are people helping people. Our focus is on providing personalised lending expertise, rooted in care and empathy, through our growing network of franchises and dealer partnerships. This is about making lending a more accessible and human experience for all Kiwis."

MTF operates 54 franchises with an extensive network of dealerships across New Zealand. It adopts a customer-first approach that offers straightforward and personal access to lending experts. Each branch is locally owned and operated, distinguishing MTF from most other finance businesses in the country.

The company also provides an exclusive online option for customers who prefer digital interactions, though it emphasises face-to-face customer interactions. This approach aims to foster lasting relationships and deliver solutions that contribute to the success of individuals and the wider community.

MTF's customer approval is reflected in its Net Promoter Score (NPS) of 80, markedly higher than the average financial services NPS of 8. The refreshed brand seeks to narrate MTF's authentic story of community engagement and customer satisfaction.

CEO Chris Lamers expressed enthusiasm about the brand's direction, saying, "As we continue to grow, we are excited to take our brand into its next phase, building on the success of the past while focusing on what matters most—our customers. Our brand refresh brings MTF's message into sharper focus: we're here to empower and support those reaching for more."