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Marlette Funding has officially renamed the company to Best Egg, making its product branding. | DBT PHOTO BY JACOB OWENS[/caption]
WILMINGTON – Marlette Funding, the fast-growing fintech lending and credit operator, has renamed the company Best Egg, matching the name of its online product brand.
“This strategic move underscores the company's commitment to market clarity, consistency, and alignment with its well-established Best Egg brand,” the company said in a Thursday statement announcing the change.
Founded in 2013 by a few Juniper Bank veterans, CEO Jeffrey Meiler named the new company after Marlette Lake in Virginia City, Nevada, where some of the founders and investors had property, according to the company.
The name was later legally changed to Marlette Holdings after some corporate restructuring, but it is best known to the public for its Best Egg product brand name launched in 2014 that is meant to reference a “nest egg,” or personal savings.
The name change also comes after a corporate logo rebranding in November that saw the introduction of a logo that shapes a B and E around an egg.
Best Egg is now headquartered at Buccini/Pollin Group-owned
The Concord off U.S. Route 202 in Wilmington’s suburbs. It has about 1,000 employees, many of whom are based in Delaware although many more are working remotely.
The company began by offering loans to near-prime credit rate customers entirely online, using a proprietary algorithm to identify borrowers who were stronger than at first glance. It has since rolled out a credit card, flexible rent program, and financial health tools all under the Best Egg brand name.
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Marlette Funding CEO Jeffrey Meiler said the Best Egg name change is a "natural progression in our journey." | DBT PHOTO BY JACOB OWENS[/caption]
"Aligning our corporate legal entity with our Best Egg brand is a critical component of our brand strategy," Meiler said in a statement. "Following a successful rebranding initiative last year, changing our corporate name marks a natural progression in our journey. With an expanded product portfolio and customer-centric approach, Best Egg Inc. is well-positioned to capitalize on the growing demand for flexible financial solutions and to build a solid foundation for sustained success in the industry."
Customers and employees can expect no disruption to their experiences because of the transition, which is largely only related to the corporate filings of the parent company and its external marketing.
