Rate Rest Unveils Corporate Rebrand to Support Expansion of Services and New Digital System


The move expands Allied Solutions’ footprint in automotive aftermarket solutions.

 Partnership NEWS is shown, with the Allied Solutions logo above it. On the right is a phone displaying the new FINOFR logo.

Carmel, Indiana – March 10, 2023

Rate Reset today announced a corporate rebrand and name change to FINOFR [fin-off-er], which stands for “Financial Offer.” The change reflects the company’s growth far beyond loan reset tools and represents the streamlining of new and existing services into a revamped all-in-one financial offer system for financial institutions. 

The new name and branding are rooted in the core opportunities FINOFR offers financial institutions—to acquire, grow, and retain account relationships. FINOFR’s new look and feel represents the company’s commitment to innovation and new services, while continuing to bring trusted and effective solutions through an improved digital system. 

“We rebranded to FINOFR because it better describes the company’s evolution from a loan reset fintech to something much broader in the industry,” said Keith Kelly, CEO of FINOFR. “Our new name and branding create space for the company to continue along its exciting growth trajectory. We’re thrilled to forge ahead as FINOFR and excited to have Allied Solutions as an investor and strategic partner in building out the next chapter of our company’s success story,” said Kelly.

“FINOFR’s demonstrated financial offer system capabilities is a key component of Allied’s aggressive digital growth strategy. Combined with our data science capabilities and robust product offerings, we are confident that the FINOFR rebrand will expand the digital selling solutions we provide to clients to grow their business and bottom line,” said Michael Bryan, VP Digital, Data, and Strategic Alliances at Allied Solutions.



FINOFR gives consumers control of their financial future by providing personal finance options all in one place, while also streamlining the information gathering process for lenders. With minimal time and information, applicants can apply for home loans, auto loans, credit cards, and more. An automated approval process allows the applicant to review and accept eligible offers instantaneously. To learn more about FINOFR please visit finofr.com

About Allied Solutions

Allied Solutions is one of the largest providers of insurance, lending, risk management, and data-driven solutions to financial institutions in the US. Allied Solutions uses technology-based solutions customized to meet the needs of 4,000 banks and credit unions, along with a portfolio of innovative products and services from a wide variety of providers. Allied Solutions is headquartered in Carmel, Indiana and maintains several offices strategically located across the country. Allied Solutions is a wholly owned and independently operated subsidiary of Securian Financial Group.

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