King Commercial Finance announced that its name change to Commercial Industrial Finance, now on the web at CIFinance.com, reflects the company’s 30-plus-year history and dedication to evolving C&I sectors in the U.S.

The new brand also represents a fresh new identity for the company in keeping with the innovative thinking and approach of CEO Bob Rinaldi and the president Scott Hawkins.

“Our combined strengths, international experience, and relationships are generating fresh new service approaches while our homegrown practice of partnering closely with our domestic manufacturers and vendors keeps us well grounded and positions our customers for growth,” said Hawkins.

Commercial Industrial Finance develops sales-aid finance programs for manufacturers, vendors and distributors of capital equipment and energy-efficiency programs tailored for light to heavy industrial segments.

“We help our clients improve the performance of their sales organizations and their accounts receivable metrics, for measureable top-and bottom-line results,” said Rinaldi.

Rinaldi, who joined the company in January, previously served for four years as vice president of CSI Leasing and for more than two decades as co-founder and executive vice president of ILC/NC4. He is chairman elect of the Equipment Leasing and Finance Association board of directors.

“We have an established, solid corporate foundation, and we have enjoyed steady growth with a dedicated team of valued employees,” said Hawkins. “Now we are again poised to advance our financing services.”

The privately-owned company, based in St. Louis, Mo., was founded in 1982 by John King.