ULS Technology rebrands as Smoove

ULS Technology rebrands as Smoove

ULS Technology plc (AIM: ULS), the provider of online digital platforms for the UK conveyancing and financial intermediary markets, has announced its rebranding and change of name to Smoove plc (AIM: SMV) as part of an “overall repositioning of the brand”, effective from 8:00am on Friday.

Smoove plc is being launched as a refreshed, refocused and empowering brand. The Board believes that the rebranding amplifies the Group’s strategy to simplify and revolutionise the home moving and ownership process, allowing it to increase brand awareness and articulate its long-term purpose.

Speaking to Today’s Conveyancer, Jesper With-Fogstrup, CEO of ULS Technology plc, explained why the Company has chosen to rebrand:

“Smoove offers a dynamic platform to drive real customer change and a repositioning of the overall brand ambition to make home moving and ownership better for everyone involved.

Conveyancing is not well-understood by consumers and often valued poorly, through misunderstanding the important piece of a transaction that the conveyancing performs for what is  in most cases, the biggest purchase they will ever make. We want to change that through more proactive and transparent communication across stakeholders and viewed through a consumer lens.”

On why the Company felt now was the right time for such a “repositioning”, With-Fogstrup said:

“Through our investment in and track record in helping onboard consumer digitally on the conveyancing journey we have built a significant knowledge bank of learnings and insights. Now is the right time to start delivering experiences against out ambitions in making real change to home moving and the broader end-to-end experience.”

Asked what more is to come from Smoove, With-Fogstrup said:

“A lot. We are at the early stages of our ambitions and beyond our success in DigitalMove where more than 75,000 conveyancing cases have been completed, have now have a new Estate Agent proposition in pilot.”

The Company’s ticker will be SMV and the website address (including the investor relations content and the information required by AIM Rule 26) is available at hellosmoove.com.

The Company’s ISIN (GB00BNG8T458) and SEDOL (BNG8T45) will remain the same.

Shareholders will be unaffected by the change of name and existing share certificates should be retained and remain valid. Any new share certificates issued will bear the name Smoove plc.

With-Fogstrup added:

“This rebrand is a new platform for all the great work we do across consumers, conveyancers, mortgage brokers, lenders, estate agents and more. We want to continue to add real value across to all stakeholders across the home moving and owning experience.

Conveyancing is an undervalued part of moving home, we are making it easier to understand through transparency and proactive simple communication demystifying the complexity that most feel this is.

This feels like the right time to take a breath after everything this industry have suffered through over the last couple of years. We have all learned a lot, and now is the time to drive change on the back of these learnings. Now is the time to build a better home moving experience.

The Company is committed to making the home moving and ownership experience better for everyone involved, and we believe that Smoove encapsulates this mission, fostering greater understanding in the Group’s services as we continue to scale our platforms and unlock value for everyone engaged in one of life’s biggest events.”

As part of the relaunch the eConveyancer brand will remain, while DigitalMove will be integrated into the wider eConveyancer and Smoove propositions.

Jamie Lennox, Editor, Today's Conveyancer

Editor of Today's Conveyancer, Today's Wills and Probate, and Today's Family Lawyer Contact LinkedIn Twitter Email

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