Southern Auto Finance Co. (SAFCO) used research from the Consumer Financial Protection Bureau to craft and deploy its rebranding initiative to expand credit access for all consumers, regardless of their credit history.

The provider of subprime auto financing and other financial services said the CFPB has found approximately 26 million U.S. adults — or one in 10 — lack a credit record and are “credit invisible.”

Additionally, SAFCO cited the CFPB, which said another 19 million Americans have a credit record but no score because their history is too thin or out of date.

The finance company said these individuals often face significant barriers in accessing credit and securing favorable repayment terms.

This rebranding represents SAFCO’s commitment to “redefining” credit and investing in bringing value to dealers by expanding access to auto finance.

By leveraging advanced technology and three decades of underwriting expertise, SAFCO said it can empower consumers to begin their credit-building journey with confidence.

“SAFCO’s typical consumers often face barriers to mainstream auto financing from banks, credit unions and other lenders due to no credit history or unconventional income sources,” SAFCO CEO George Fussell said in a news release shared on Monday.

The company’s approach to auto financing leverages an artificial intelligence-powered platform that can evaluate a comprehensive financial profile, including employment history, banking activities and spending patterns.

Fussell said this assessment provides a clearer understanding of the consumer, creating opportunities for first-time buyers and individuals who may have been overlooked by other finance companies.

“At SAFCO, we believe in the power of potential. A buyer may still be invisible to credit, but not to us,” Fussell said.