OAKLAND, Calif. — On Wednesday, Centrro announced it has purchased BarNone, a provider of specialty finance and consumer services, from First Advantage Corp.

Centrro specializes in offering a vertical search engine to help consumers find personal financial products that complement their credit profiles.

Describing the company, Centrro says via its site, "Our team is composed of a number of talented and driven professionals with vast experience in the online and financial sectors, from eBay, Experian Interactive, Homestore, Move.com, QSpace, YesMail, American Express, Oversee.net and other leading Internet companies.

"Our founders have come a long way from the early days of the dot-com, having started three major companies, one of which was the first Internet-based consumer credit report delivery company, now the largest online, direct-to-consumer credit network," the company added.

Terms of the acquisition, completed Aug. 21, were not disclosed.

BarNone offers cost-effective, credit-based lead generation solutions to dealerships. Basically, the company identifies credit-challenged consumers who need help getting auto financing and helps connect them with qualified dealers.

"Auto loans are a key component of our offerings at KnowBeforeYouApply.com," explained Ike Eze, president and chief executive officer of Centrro.

"As we looked at building out this vertical, we recognized that auto dealers would be an important strategic component. The acquisition of BarNone, along with its recognizable brand and strong dealer network, allows Centrro to further expand our presence in the automotive market," he continued.

According to officials, similar to other auto-related lead generation companies, BarNone has been affected by the economic downturn. Centrro, which already was an online marketer of credit card and mortgage products, indicated it will leverage its experience with the purchase to position BarNone as a brand market leader in the auto marketing space.

"Through Centrro, we're pleased to continue working with BarNone and supporting the BarNone dealer network," pointed out Eric Rumsey, former president of BarNone and current president of First Advantage CREDCO.

"Under the new arrangement, First Advantage CREDCO will continue to provide CREDCO credit reports and other consumer information solutions to participating BarNone dealers," he added.

More specifically detailing BarNone's offerings, officials said that the company was founded in 1995 and features a scalable platform that supports lead generation for dealerships, in addition to a 24-hour call center and Web-based application.

The company also offers a complete suite of advertising media solutions, including Internet leads, customized pre-screened direct mail, and national and local TV advertising.

For more information on Centrro, visit www.knowbeforeyouapply.com.