ALPHARETTA, Ga. -

After nearly two decades, Credit Union Loan Source decided it was time for a change.

The auto finance company that originates and services installment contracts with more than 1,500 franchised and independent dealers in its 25-state footprint announced on Wednesday that it has rebranded.

The company now operates as Cinch Auto Finance, as leadership explained the new name, logo and website reflect its increased focus on simplifying the dealer-customer financing experience during the market’s continued growth.

“We have been fortunate to realize steady growth over the past few years, and we are taking the opportunity to reposition ourselves to better reflect our future growth potential,” Cinch president and chief executive officer Bill Moniz said in a news release.

“Our team works hard to ensure that the loan administration process is seamless for our customers and dealers, and we think the new brand truly reflects this idea,” Moniz continued about the company founded in 2004 that has originated more than $10 billion in paper during that stretch.

Cinch also launched what it intends to be an engaging new website that can provides customers with updated tools and resources to make paying their monthly obligation and managing their account easier and more convenient.

Learn more by visiting www.cinchautofinance.com.