Liberty Home Equity Solutions, the new branding and name for the company formerly known as Genworth Financial Home Equity Access, has completed its name change as well as the launch of new branding and marketing materials including a consumer-facing website.

The change was announced in late 2012 on the heels of a pending acquisition announced by Ocwen Financial. The deal is expected to close in the first half of 2013.

Liberty’s new branding comprises a consumer website as well as a new logo to accompany the name change. The name goes back to the company’s roots prior to being acquired by Genworth in 2007, when it was known as Liberty Reverse Mortgage.

The newest acquisition was announced by Ocwen in October 2012 in the amount of $22 million.

Written by Elizabeth Ecker