Auto-finance industry participants that know the name Fiserv now have a new moniker to place in their contact listings.

On Thursday, Fiserv Lending Solutions announced the launch of its new brand identity. The joint venture between Fiserv and Warburg Pincus will now be known as Sagent Lending Technologies, a new identity that reflects the company’s values and dedication to improving the lending experience for both lenders and borrowers.

Sagent Lending Technologies stated that it can help its clients succeed by empowering them to exceed borrower expectations, increase efficiency and improve agility in an ever-changing compliance environment.

The company explained the name Sagent is a combination of two words, sage and agent. Sage refers to the three decades of experience helping lenders grow and highlights its associates’ expertise. The word agent highlights its goal to act as an agent of change and growth within the lending industry.

The company’s sage leaf icon represents growth and new opportunities and the two halves of the whole leaf symbolize the seamless joining together of the company with its clients. With its new corporate identity, Sagent Lending Technologies has introduced the tagline “grow wisely.”

“With a refreshed brand identity that highlights our differentiated approach and a dedication to our clients, we are positioned to grow and take on any challenge,” said Bret Leech, chief executive officer of Sagent Lending Technologies.

“Both lender needs and borrower expectations are evolving rapidly so we are investing in our technology to keep our clients several steps ahead of their competition. Sagent Lending Technologies delivers innovative ways to make the lending experience better for everyone, with solutions that cater to our clients’ unique business needs,” Leech continued. “Sagent is there to help our clients deliver on their brand promises.”

Before the brand launch, one of the company’s top executives also received an accolade as chief information officer Shaimaa Elk was among the inaugural group of Women in Auto Finance highlighted in Auto Fin Journal. More details about Elk and the other honorees can be found here.