Fleet Financial, a national finance and insurance marketing firm that focuses on auto refinancing, announced its rebranding as iLendingDIRECT. A new website carrying its new visual identity was also launched: www.ilendingdirect.com.

iLendingDIRECT is a market leader providing low‐interest auto loans and end‐of‐lease financing programs directly to consumers, specializing in tailored solutions to customers’ unique financial situations. 

“The name iLendingDIRECT is a more personal approach to our customers, communicating how much we care. Our new logo symbolizes a smiley face, and reminds us that although financial decisions are serious they can still be fun! Our tagline ‘Smart Financial Solutions’ is indicative of how we serve our customers, not just with their auto loans; we look into our customers’ whole financial world and provide solutions,” said President and CEO Nancy Fitzgerald.

“As a team, we came together to find out who we were and where we were going. What emerged was a strong unified voice on what our core values are,” she added.

Fleet Financial began in 2006 with a business model to finance the purchase of company cars. With the financial crash just a year after and the historic low-interest rates that followed, the company saw the opportunity to go into auto loan refinancing.

Editor's Note: Fleet Financial is not connected to Fleet Financials magazine, a Bobit Business Media publication.