CU Direct has a new name.

Last week, the provider of financial technology solutions for credit unions announced it will rebrand the company as Origence, reflecting its vision to create the “ultimate origination experience and help credit unions win in a digital-first world.”

According to a news release, the company’s indirect financing solution, CUDL, will remain a sub-brand of Origence, continuing its mission to connect automotive dealers to credit union financing.

The company said credit unions using the CUDL network continues to be the nation’s largest auto finance providers as an aggregate, helping dealers deliver 1.5 million vehicles through credit union financing through Sept. 30.

“Three years ago, CU Direct launched the Origence brand to serve our credit union partners with next-generation financial technology,” Origence president and CEO Tony Boutelle said in the news release.

“The Origence name is meaningful because it was created by combining the words ‘origination’ + ‘experience’. Origence clearly articulates our vision and the importance the origination experience plays in the success of our credit unions, especially in meeting the ever-evolving needs of modern borrowers,” Boutelle continued.

The company highlighted all other products, including the new Origence arc platform consisting of arc DX (digital experience portal), arc OS (formerly Lending 360 LOS), and arc MX (formerly Intuvo marketing automation), will unify under the Origence brand name.

Over the next several months, the company said it will transition key business touchpoints to reflect the new Origence name and visual brand. This will include rebranding the company’s web properties, social media channels, and digital communications.

The company added that CU Direct will remain as the holding company CUSO for shareholder and board purposes.

“Through Origence and our many products and services, we have transformed the origination journey for credit unions and their members,” Boutelle said. “Now, we will build on that momentum under one strong, industry-recognized brand that reflects our vision of creating the ultimate origination experience.”