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First Complete & Pink Home Loans, appointed representative networks of parent company LSL Property Services, have merged under a single brand: ‘Primis Mortgage Network’.

Having operated under the same management team for a number of years, the two networks are set to unify the business under a single, stronger network identity.

While First Complete and Pink achieved success as individual businesses, the new brand provides a platform for further growth. Adviser numbers, mortgage and protection business levels all reached an all-time high in 2017.


Primis’ new identity was revealed at a conference on February 1 to brokers, lenders and provider partners.

“We are hugely excited to announce the unification of First Complete & Pink to form Primis Mortgage Network,” said Toni Smith, business operations director of Primis Mortgage Network.

“The announcement was extremely well received at our annual event and completes the final stage of our network integration and move to a single brand.”

Explaining the decision behind the name, Smith commented: “Following consideration of various naming options, we chose ‘Primis Mortgage Network’. ‘Primis’ is the Latin for ‘First’, which positions our business as the ‘first and foremost’ mortgage network.”


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