The new identity is revealed with a refurbished website LoanTap, a home-grown digital lender with its own NBFC, just finished a major rebranding exercise and has announced the launch of their updated website on April 7, 2022 . This rebranding came after months of deliberation and was executed keeping in mind the company’s vision of Bringing Dreams to Life – extending the belief that one must not have to wait for their dreams to materialize over time. LoanTap aims to highlight their relationship with their customers that is transparent and cordial. After months of dedicated teamwork and research on how their customers connected and interacted with LoanTap as a brand, the company decided to overhaul their identity. The rebranding exercise constitutes the adoption of the new brand logo. The colours in the logo now imply Newness, Trust and Youthfulness that the company offers to its customers. The new shape with the upward paper plane represents growth and agility. The new identity is revealed with a refurbished website to give users a more valuable and responsive experience across the platform. The new website ensures easy navigation, faster access to customised products, and a hassle free application journey. With enhanced functionality and improved navigation, users will be better able to explore the entire portfolio that LoanTap has to offer. Speaking on the occasion, LoanTap’s CEO & Co-Founder– Satyam Kumar said, “LoanTap started with a motto of Bringing Dreams to Life so that no one would have to wait for their dreams to materialize over time. After being in business for over 5 years, we have realized what our customers like the most is our speed of delivery and the interaction with our front-line staff, and how they help solve different financial needs like medical, wedding, holiday, home improvement. So besides being a prompt solution provider in the digital lending space we were also seen as someone who is very flexible with our offerings, trustworthy and friendly which resulted in high customer retention. So, the attributes of being fast, flexible, and friendly came to us naturally. This gave us our new tagline – “Fast, Flexible, Friendly”! With this rebranding, LoanTap aims to highlight that they have always had a transparent relationship with their customers. The attributes of being fast, flexible, and friendly to their customers will be seen across the organization and will be experienced by both internal and external stakeholders. The entire organization will inculcate these values as the core non-compromisable traits.