Owned by NatWest, the accounting software company currently serves over 150,000 customers across the United Kingdom.

The rebrand, which was unveiled today, features a new logo, colour scheme, and several changes to the company’s overall brand positioning. Rather than opting for a radical overhaul, the company chose to focus on subtle improvements that enhance the user experience. The new logo was designed in collaboration with type designer and lettering artist Rob Clarke to be simpler more accessible and more legible.

FreeAgent’s co-founder and CFO, Roan Lavery, emphasised that no changes have been made to the product itself, ensuring that the software remains as user-friendly as ever. The rebrand is intended to help differentiate the company from its competitors while reinforcing its brand identity.

The redesigned look will be rolled out to FreeAgent’s mobile app on April 24th, with updates to website content illustrations scheduled in the coming weeks and months.