Just before Labor Day weekend, Bridgecrest, one of the country’s leading digital financial services providers, announced the launch of its newest affiliate, GoFi, an artificial intelligence-enabled, digital-first financing platform.

Leveraging Bridgecrest’s robust auto financing experience, GoFi is focused on offering its innovative white-label and co-branded auto finance solutions to banks, finance companies and other partners, with the goal of meaningfully expanding partners’ existing buy box to allow them to serve more customers.

“We are incredibly excited to build on our history of creating innovative lending solutions with the launch of GoFi,” Bridgecrest chief executive officer Mary Leigh Phillips said in a news release. “Providing a great customer experience while expanding access to credit enables our partners to increase sales, improve unit economics, and better engage and serve customers long-term.”

Built on a proprietary loan origination system and powered by its integrated machine learning algorithms, GoFi can provide auto-decisioned responses across the full credit spectrum. Through simple, intuitive offers, GoFi aims to help partners expand their brand impact and deliver a better customer experience.

GoFi head of lending Karl Stabler explained that GoFi’s program comes to market at a time when finance companies and other market participants are embracing the challenges associated with adapting to a quickly evolving auto landscape.

“Our flexible, fully automated next gen lending platform provides easy integrations to help increase conversion and enhance the lifetime customer relationship for our partners,” Stabler said.