Today we noticed that online loan institution/bank E-Loan has completed a rebranding effort that also includes a sweet partnership with Credit Karma and a number of other fintech companies.
E-Loan, is a nationwide financial services company dedicated to providing consumers with a simple, easy and open way to obtain mortgages, auto loans, home equity loans, and online savings and certificate of deposit accounts. Beyond a website refresh, they also really did a number on their logo as you can see from the before and after photos below.
The new logo definitely shouts a modern web banking experience, much like Ally or a Simple bank.
While the refresh alone is pretty exciting for the brand, for us as a fintech company, the partnership with Credit Karma is what really caught our eye. Could this be a growing trend for Credit Karma? Should banks who focus on loans be doing more of this? We definitely think so, and from what we’re hearing from other fintech companies, somes of the tech-focused banks are looking for more ways to integrate fintech company technology as additional offerings within their own online experiences.
After further digging we see that they E-loan has actually decided to partner with a number of fintech companies (full partner list). E-Loan decribes their role in offering these partnerships to consumers as;
E-LOAN has built trusted relationships with a large network of lenders and financial service providers, all so we can recommend the best option for what you need. E-LOAN does all the research and screening for you. We find reliable, high quality partners who can offer you loans, savings and investment products, and other services like insurance, credit cards and credit reports.
This traditional bank hasn’t just rebranded its appearance, they have also handed off a number of their business devisions and in doing so have essentially become a lead-generation marketing site. New partners include, Bankrate-owned NetQuote for insurance, Lending Tree and Lending Club for loans and Simple Tuition for student loans.
Congrats to E-loan on the relaunch and a nice fist bump to Credit Karma and other fintech companies.
Disclosure: Credit Karma is affiliated with the MBT Media vertical, part of MyBankTracker.com.