L&C Mortgages Brand Refresh Intros Mascot 'Lucy'

Published on May 13, 2026

L&C Mortgages has launched a brand refresh that includes a new visual identity and a digital character named Lucy, positioned as a guide for customers navigating the mortgage process.

The UK-based fee-free broker says the rebrand is designed to improve clarity and memorability in a market where few mortgage brands stand out distinctly.

Lucy is intended to bring L&C's advisory approach to life, representing the firm's emphasis on accessible, jargon-free guidance at each stage of the customer journey. The character sits at the center of the new identity rather than being a supporting element.

CMO Gemma Bacon described the refresh as a step beyond cosmetic change, framing it as the foundation for L&C's next growth phase. The firm's core positioning remains unchanged: expert mortgage advice with no fee to the customer.

Full story: Modern Lender

 

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