Planet Financial Group — the parent company of Planet Home Lending — has launched a refreshed brand identity and logo designed to unify its growing platform across origination, servicing, subservicing, asset management and affiliated services.

The Meriden, Connecticut-based specialty finance firm said its rebrand as Planet, announced Wednesday, reflects how the business already operates today, serving more than 500,000 residential and commercial customers through a vertically integrated platform. The brand update simplifies the company’s name and logo, standardizes its visual system and aligns messaging across all business lines.

“Homeownership is often measured not in years, but in generations, and it relies details ⇒

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