New buy to let lender Rely launched by OSB Group

A fresh brand dedicated to buy to let financing and empowering property investors across the UK has been launched by OSB Group called Rely.

The firm says the new offering will strengthen the private rented sector by combining industry know-how, enthusiasm and adaptability to assist landlords.

Rely will be helping novice landlords with a single property to seasoned investors managing extensive portfolios.

The launch comes as the UK faces a housing shortage of 4.3 million homes, with tenant demand projected to grow by 15% over the next five years.

New investor brand Rely

OSB’s group intermediary director, Adrian Moloney, said: “We’ve been working on this exciting new investor brand Rely for over 18 months and partnered with ‘best in class’ technical experts to ensure we’re delivering an experience that will support brokers with their pain points while offering much faster and smoother processing.

“By enhancing the Group’s current buy to let products and services, and placing them under the Rely brand, we’ve effectively created a buy to let powerhouse, drawing on the same expertise and experience that our broker partners will already be familiar with.”

He added: “In time, OSB Group will retire the Kent Reliance for Intermediaries brand, while focus on the residential market will move to Precise, where it will sit alongside bridging, and InterBay will continue as the commercial specialist.

“The wait is almost over as we anticipate the final stages to be completed shortly and we’re looking forward to celebrating our official launch in the summer.”

BTL specialist

Rely also aims to address the need for a skilled buy to let specialist capable of catering to diverse client needs.

Leveraging OSB Group’s established expertise, the brand introduces a cutting-edge technology platform to streamline the lending process for both brokers and customers.

This innovative platform boosts efficiency through data-driven underwriting, enabling quicker decisions and placing specialists where they are most effective.

Developed with broker feedback, it supports both simple and complex intermediary requirements while maintaining ease of use.

The Rely platform

Key features of the Rely platform include:

• Real-time broker registration in under four minutes
• A 50% reduction in broker input time through smart questioning
• A 25% reduction in overall application processing time.

The system also integrates 14 new vendors for faster, more precise decisions, with the potential for same day offers.

Dynamic property valuations, advanced automated valuation models (AVMs), and a fully digitised post-offer process, including integration with LMS solicitor panels for conveyancing and same-day funds transfer, also improve the experience.

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