In a statement the company said the new name and logo allow it to freshly position the national online lending business and highlight its focus on the customer experience. They are also expanding their product suite.
“As a company, we feel strongly about recognizing the hard work of our customers,” CMO Alyssa Schaefer, said. “We feel that the new name does this well, as Laurel Road is about the path our customers have chosen and how we can support them in where they want to go.”
Brand and creative design agency Brand Union directed the rebrand and created the visuals. Their client list includes Aetna, Tyson Foods and Dell.