E-Loan suffered from a common naming trend of the early days of online businesses. The founders approached Lexicon with an idea to combine microcredit theory with Web 2.0 principles, and they wanted to convey a positioning of “personal loans made easy.”
Prosper speaks both to the founders’ vision and aspiration for those seeking loans. For the lending system to work, all members should help their neighbor, and Prosper perfectly describes this idea of mutual success.
The financial services category must inspire trust and security, but also hope and ambition. As the industry has diversified and globalized, and as financial products have grown more complex, the need to embed meaning at the brand level has become more important than ever. This is a reality we understand and a challenge we accept.
A Few Financial Brands We've Named: