If you’ve landed here, you’re probably curious – what’s new at CrowdProperty, where are we heading, and why now? The short answer: we’ve listened, we’ve learnt, and we’re evolving.
After 10 years of building a trusted name in property finance, it was time to rethink how we show up – not just visually, but how we connect, communicate, and collaborate. This isn’t change for the sake of it, it’s change with purpose.
We’d been itching to refresh our brand for a while. The look, the feel, the language, the website – all long overdue an update. So we hit reset. What followed was a ground-up rethink of our identity, our experience, and our promise to you. This is the story of what happened next.
“This is a pivotal moment for CrowdProperty. It’s time to evolve, embrace change, and serve our customers with more purpose, more clarity, and more passion than ever.” – Steve Deutsch, CEO
A new CrowdProperty brand
We dug deep into the DNA of CrowdProperty. What do we stand for? How do we want people to feel when they work with us? What’s working, what’s not, and where do we go from here?
Central to this is the needs of our customers and partners. The result is a refresh from top to bottom. Way more than a new logo and a lick of paint, our new brand is reflected in everything we do, say, and believe in.
This is a total rebrand. A new identity, new tone of voice, new energy. But more than that, a renewed focus on the crowd behind CrowdProperty – our developers, brokers, investors, and team.
“Our brand evolution goes way beyond aesthetics – it’s about clarity, connection, and a fresh approach to how we serve our community of developers, brokers, and investors.” – Andy Lacey, Head of Marketing
We’ve listened, we’ve learnt, we’ve evolved
We’ve helped to deliver around £1 billion in residential development projects, while supporting investors to grow their portfolios and profits. We’ve learnt a thing or two along the way, but we know we’re still far from perfect. And we want to be better.
You told us what you wanted from CrowdProperty and we listened:
- Developers wanted more speed and flexibility, so we’re streamlining our processes and creating new funding solutions, like REAL.
- Investors wanted more clarity and transparency, so we’re overhauling our platform to make it simpler and more intuitive.
- Brokers wanted more information and support, so we’re creating dedicated content and a simplified commission structure.
- Partners wanted more opportunity to collaborate, so we’re creating a new strategy, content, and better ways of working together.
- Our team wanted more alignment, so we doubled-down on our core behaviours, ensuring we show up in every conversation, decision, and outcome.
“We listened to the crowd surrounding CrowdProperty and we learnt. Our brand now reflects who we truly are, and the collaboration that drives everything we do.” – Damon Walford, CCO
Our new vision and mission
Some things stay the same – our familiar tagline ‘property finance by property people’ still captures the heart of what makes us different – deep sector knowledge, built in-house.
But we have refreshed our Vision and Mission, to truly reflect our purpose and how we support our customers.
Our Vision: Unlocking the potential of property developers to deliver much-needed homes.
Our Mission: Connecting a community of developers and intermediaries with property expertise and funding to maximise their collective success.
If we had to sum it up in three words? Together we build. Our new strapline echoes the collective efforts of our developers, brokers and investors – supported by us – to deliver much-needed homes.
A new CrowdProperty logo
We’ve always written ‘CrowdProperty’ in copy, yet our logo was all in CAPS. Then we’re surprised when people write it wrong. Our new CamelCase logo is on-brand, avoids confusion, and is way easier to read, even at smaller sizes.
Then there’s our new icon. A modern take on the ‘crowd’ at the heart of our community. Iterated. Debated. Refined. It’s the visual symbol of who we are: connected, collaborative, and people-focused.
And yes, pink is the new blue. We wanted an identity that made us stand out. It’s bold, it’s bright, and it sets us apart in a sea of sameness. Because we don’t just want to look different. We are different.
Redefining the ‘crowd’ in CrowdProperty
We’ve heard it time and time again: “Are you a crowdfunding platform?” Not quite. We’re a purpose-built ecosystem of developers, brokers, and investors, aligned around one mission: delivering much-needed homes.
Changing our name wasn’t on the table. But changing how we communicate who we are? Absolutely. Through clearer language and bold design, we’re putting our crowd front and centre – the people who bring our mission to life.
A new CrowdProperty website
More than a new paint job, our website has been rebuilt for clarity, ease, and functionality – with distinct content for each audience, and intuitive navigation throughout.
Brokers now get their own space, with dedicated content and resources, plus clarity on how we support them, our process and commission rates. We are also working on a new partners area, with resources and information for collaborators and media. 
We’ve introduced a complementary palette with distinct colours, unique to each core audience – developers, brokers, and investors – making it easier than ever to find the content that matters to you.
Custom iconography reflects these colours, and brings clarity to every product and service. These new icons feature heavily on our site, and will be rolled-out across socials, email and collateral.
We’ve also updated our investor platform to mirror our core website, ensuring a consistent experience across every touchpoint, and a seamless experience for investors. We will continue to work on enhancements, and will communicate these regularly and openly, while welcoming feedback from all our audiences.
A team for the future of CrowdProperty
Our brand isn’t just about visuals – it’s about the people behind it. As part of this refresh, we’ve looked closely at how we work, what we value, and how our team can continue to deliver exceptional outcomes.
We’ve added new talent across marketing, IT, and investor services. We’ve strengthened our leadership team with seasoned expertise – including our new CEO, Steve Deutsch, plus Emma Moriarty, Head of Credit, and Rob Cottingham, Risk Officer.
We’ve closely examined our diverse roles, the unique skills we bring, and how we collaborate and align to achieve our shared goals. This is the team that will lead CrowdProperty into its next chapter — with strategy, integrity, and innovation at the core.
“The strength of our team is our superpower. This brand is a reflection of the people driving it forward. By bringing in new expertise, we’re reinforcing our commitment to delivering outstanding service and trusted solutions.” – Damon Walford, CCO
A new era for CrowdProperty
This isn’t just a rebrand. It’s a reset. A new identity. A reaffirmation of our purpose, and a platform for long-term growth – for us and for the community we serve.
We’ve taken on board everything we’ve heard. We’ve evolved. And now we’re ready for what’s next. This brand evolution reflects our commitment to our customers and our vision for the future.
We’ve learnt from our past, listened to our customers, and taken decisive steps towards a positive future for CrowdProperty and the community that surrounds us.
“This is just the beginning of an exciting new phase for CrowdProperty. We’re focused on continuous innovation, exceptional service, and making a bigger impact in property finance.” – Steve Deutsch, CEO
What happens next?
Over the coming weeks, you’ll see the new CrowdProperty come to live across all our channels.
- We’ll officially launch our brand at the Property Investor Show on 11 April – come and say hello.
- We’ll launch our new website, with improved content, resources, and information.
- We’ll roll-out visual and functional updates to our Investor platform, with more soon.
- We’ll launch a dedicated partner page, with resources and information for collaborators.
- We’ll be sending you a survey to help shape what we do next, based on what matters most to you.
Finally, thank you for being part of our journey so far – our community is what makes CrowdProperty, and we sincerely appreciate your support.
Join us as we move through 2025 and beyond, with renewed purpose and passion.
Together we build.