OSB Group has launched Rely, a dedicated buy to let lending brand developed to support private rental sector investment. 

Rely aims to work with intermediary broker partners to help landlords of all types succeed in growing and investing in their business.

It says there’s a shortfall of some 4.3m homes in the UK while tenant demand is set to rise by 15% in the next five years.

Rely will launch on a new technology platform that provides data-led underwriting and aims to create greater decisioning speed.

Adrian Moloney, group intermediary director at OSB, says: “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.

“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.”