Marlin Re-Brands as Marlin Capital Solutions, Launches New Identity

Lending products and services provider Marlin launched its new brand, Marlin Capital Solutions, to better reflect the breadth of services it offers to small businesses and equipment finance partners.

For over 20 years, Marlin has provided equipment financing to small businesses through its relationships with thousands of partners consisting of equipment dealers, manufacturers and resellers across the country. Over the past few years, Marlin has expanded its programs to serve a broader variety of partners and small business customers, and added new products, including working capital loans and franchise loans.

The new brand reflects Marlin’s transformation and serves to inform existing and prospective customers and partners that the company isn’t just a source of capital, but a source of solutions. Those offerings include flexible financing solutions that enable small businesses to quickly and easily get the capital they need for continued growth and success.

“Our new brand identity unifies us and reaffirms our company’s shared vision and goal, supporting our ongoing mission of helping small businesses fulfill their American dream,” said Jeffrey A. Hilzinger, Marlin president and CEO. “Our goal is to become a single source of financing solutions for our customers and partners. Their positive experience working with Marlin is the essence of the rebrand.”

The transformation is accompanied by a new logo, website and tagline. Marlin’s new logo incorporates a shape called the ‘spark,’ which symbolizes the energy, capital and knowledge Marlin injects into small businesses, allowing them to grow and prosper. Marlin’s new website features videos with customers and partners reflecting on their relationship with Marlin and how the company helped them achieve their business goals. The new tagline, ‘Lending That Works,’ speaks to the helpful, agile, trustworthy, approachable and informal voice behind the new brand.

“We have always focused on building strong relationships with our customers and partners, and we feel privileged that they were readily willing to participate in the launch of Marlin’s rebrand by sharing their personal experiences with us,” said Aswin Rajappa, chief marketing officer.

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Terry Mulreany
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