From 21 October, every listing on Hygglo shows the person behind it: a first name, a last initial and a photo. Businesses keep their company details where they matter: payouts through Stripe, tax reporting and the receipt.

Hygglo started as neighbours lending to neighbours. You message Anna about her floor sander, you meet Anna at her door, and Anna shows you the trick with the dust bag. That is still what makes borrowing on Hygglo feel different from renting over a counter.

Along the way, a lot of businesses have joined as lenders, and we’re glad they have. But on the listing page, the company name has slowly pushed the person into the background. You were chatting with Sam, but the page said “Northside Rentals Ltd”.

What changes on 21 October

• Every lender is shown the same way: first name, last initial and photo. “Sam K.” instead of “Northside Rentals Ltd”.
• Company details stay where they matter: payouts, tax reporting, and the legal company name and registration number on your receipt and invoice.
• Profile pictures show a person. Logos used as profile pictures will be removed.

Everything else about a rental stays the same: payment, coverage and the rental agreement work exactly as before.

Why we’re doing this

Because it’s the person you deal with. You don’t borrow from a logo. You chat with someone, agree on a time and meet them. Trust on Hygglo is built between two people, through a photo, reviews and a verified identity, not through a brand name.

This is how the best peer-to-peer services work. On Airbnb you book with the host’s first name, not with the company that owns the flat; the business details are a tap away. In an Uber you see your driver’s first name, photo and rating before the car arrives. The person is the service. We think Hygglo should feel the same.

It also makes Hygglo fairer. A private lender with one pressure washer and a business with twenty look the same before booking: a name, a face and reviews. The reviews tell you who’s good.

If you lend as a business

You don’t have to do anything. From 21 October your listings show your first name and last initial. Before then, it’s worth two minutes in your profile:

• Check your name. It should be your own first name. If you’d rather go by another first name, set a preferred first name in your profile. It still needs to be a first name, not a company name.
• Add a photo of yourself. A logo won’t be shown any more, and a face is what borrowers want to see.
• Your company stays on the paperwork. Payouts through Stripe and tax reporting stay in your company’s name, and the legal name and registration number are on every receipt and invoice. In the chat, you’re you.
• We understand if showing your name isn’t right for you, and you may want to unpublish your listings. You can do this before 21 October. Of course, we hope you’ll stay.

If you borrow

Nothing to do. From 21 October you’ll see who you’re borrowing from on every listing.

Say hi to the person behind the drill. See you at the handover.