Sallie Mae rebrands after 5 years as standalone bank

Sallie Mae has announced a major rebranding as the student loan lender expands and diversifies its services. The move coincides with its five-year anniversary as a standalone bank.

“Since 2014, more than 2 million families have trusted Sallie Mae to help them pay for college, more than any other private student lender, however, earning a degree is just the beginning of the journey,” said Raymond J. Quinlan, chairman and CEO of Sallie Mae. “Our goal is to build lifelong customer relationships, and we are uniquely positioned to meet their evolving needs. We’re listening and responding with new innovations and products to help them create the lives they imagine.”

The new brand will line up with the roll-out of three differentiated credit cards, co-created with students and families, to promote and reward financial responsibility. Sallie Mae will also introduce a new consumer-focused blog featuring articles and videos on personal finance, as well as a new digital experience to access information on planning and paying for college.

“At Sallie Mae, we are in the business of creating opportunities, opening doors, and providing access to what’s next,” said Donna Vieira, executive vice president and chief marketing officer, Sallie Mae. “Our new brand experience and identity represent those new possibilities. Our logo illustrates that we’re all individuals, each with our own story and path. Our renewed brand and purpose will build prosperous futures for our customers and unlock value for our business along the way.”

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