In August and September, iLendingDIRECT gained a new chief executive officer, raised $35 million to fuel its refinancing efforts and bolstered its workforce and infrastructure in South Carolina.

On Monday, the company launched a brand refresh and new logo designed to highlight its mission of “paying goodness forward by empowering consumers.” The company now is known as iLending.

CEO Tom Holgate said in a news release, “iLending was founded in 2006 and as the company enters 2022, we have shortened the company name from iLendingDIRECT to iLending to simplify our brand for the consumer. In addition, we introduced a new icon and wordmark to better reflect and showcase our values.”

The company explained careful consideration went into the new logo to ensure it represented infinite opportunities, paying it forward and the easy refinance process iLending looks to provides clients.

“We feel infinite opportunities exist to help one another in this world, and to make things that seem hard, easy,” iLending chief marketing officer Renee Brown. “By driving positive impact on our clients’ lives by saving them money and reducing their anxiety, the positive energy created will spread to affect others around them.”

“Those stories of savings will be shared with friends and family, expanding iLending’s purpose of creating a virtuous cycle of financial freedom,” Brown added.

The new logo features a stylized check mark, signifying the ease of service provided by a dedicated loan consultant at a level “that most consumers don’t think is possible,” according to iLending.

The company estimated it will save consumers more than $50 million in monthly payments this year.

Holgate said, “iLending is more than a refinance company, we change the world by helping one client at a time to perpetuate a virtuous cycle of savings and helping deliver financial freedom.”