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Conveyancing giant executes smooth but risky rebrand

ULS Technology will from now onwards be known as Smoove Plc but can a name change really make its conveyancing trouble-free?

Nigel Lewis


ULS Technology, the conveyancing platform used by thousands of estate agents, has rebranded as Smoove plc in its bid to make the home moving process even…. smoother.

Smoove, a fintech expert in the conveyancing comparison space, believes the decidedly pink (see right) rebrand focuses the group’s strategy of simplifying and revolutionising the home moving and ownership process, while helping it to increase brand awareness.

smoove conveyancingAs part of the relaunch, the eConveyancer brand – the conveyancing comparison site – will remain, while DigitalMove will be integrated into the wider eConveyancer and Smoove propositions. The new website is hellosmoove.com.

Jesper With-Fogstrup (main picture), CEO of ULS Technology, says the move is the latest milestone in its drive to develop a consumer-centric, data-driven product suite and deliver value across all industry stakeholders.

He adds: “The company is committed to making the home moving and ownership experience better for everyone involved, and we believe that Smoove encapsulates this mission, fostering greater understanding in the group’s services as we continue to scale our platforms and unlock value for everyone engaged in one of life’s biggest events.”

Smoove’s cloud-based platforms have established client bases and routes to market, and are used by mortgage brokers, conveyancers, estate agents and lenders.

April 8, 2022

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