Liberty Lending Rebrands to Reach Financial and Reach.com


Fintech company Liberty Lending has been working on a mammoth company rebrand behind the scenes.

Founded in 2015, this New York-based company offers a fintech platform with digital banking and lending services dealing primarily with personal loans. According to a 2021 press release, the company has securitized over $500 million worth of loans and has over 100 team members at its New York headquarters.

Despite its apparent success, the Liberty Lending brand and digital identity feel outdated. Liberty Lending’s website from March 2022 shows a drab logo, a basic web design, and few reasons to remember the company. That has changed now, thanks to a rebrand.

Liberty Lending is now Reach Financial, and it has secured the Reach.com domain as part of its rebrand. Visiting Reach.com now offers a bright, vibrant, clean experience on an outstanding domain, in stark contrast with Liberty Lending and its previous LibertyLending.com site.

From a domain perspective, Reach.com is a phenomenal choice for a personal loan company, and I’m sure the domain will work wonders for the brand.

The Reach.com domain looks to have changed hands in April 2022, when it moved under Whois privacy protection to domain registrar GoDaddy. Before changing hands, Reach.com hosted the site of Hong Kong-based Reach Networks. It looks like Reach Financial also secured ReachFinancial.com. Perhaps this was a backup name in case Reach.com was unobtainable.

Reach.com will certainly help the company stand out in a crowded personal loan provider industry.

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