After 5 successful years of empowering over 50 banks and NBFCs in India, Lentra has undergone a brand refresh to align with the evolving credit consumption narrative in the country. Recognising the need to adapt its brand to align with current industry trends, technological advancements, and shifting customer expectations, as well as its own development trajectory, Lentra has collaborated with Landor to embark on a transformative journey to reimagine its brand expression and enhance its market positioning.
The name “Lentra” is derived from the fusion of the words LENding and TRAnsformed. By facilitating access to credit for both small and large businesses, Lentra aims to promote financial inclusion and independence. Lentra was one of the pioneers in 2019 to identify the unmet demand and utilize advanced technologies to create a comprehensive solution built on India Stack. This initiative provides banks with the opportunity to fully digitize their lending processes and enhance revenue & profits, while intelligently mitigating risks. By equipping banks and financial institutions to prepare for the future and expedite growth, Lentra offers a comprehensive solution that addresses all aspects of lending, from consumer to business loans – in either tenured or revolving forms. The platform encompasses the entire lending lifecycle, including KYC, credit decisioning, onboarding, document management, collateral management, servicing and early warning systems. Lentra employs a modern cloud infrastructure that ensures scalability, and modularity through a microservices architecture and robust security.
Talking about the brand refresh, Lentra’s spokesperson, said, “Brands are dynamic entities that undergo evolution over time. Our objective with the brand refresh was to establish an emotional connection with clients, fostering trust and long-term relationships. Our partnership with Landor helped us do just that – redefine our brand identity to resonate with the evolving client expectations and establish a strong foothold in the ever-transforming credit landscape. The changes implemented are profound yet subtle, resulting in a more sophisticated brand identity that resonates with contemporary values. The positive feedback from the audience has been encouraging, reinforcing Lentra’s commitment to surpassing customer service benchmarks within the industry. With a renewed focus on brand integrity, customer journey optimization, and industry relevance, Lentra stands at the forefront of innovation and progress in the ever-evolving landscape of credit consumption in India and is poised to drive meaningful change in the financial services sector.”
Landor’s spokesperson further added, “Our goal with Lentra’s brand refresh was to continue evolving expression of our original vision of creating a robust, trustworthy, and dependable brand that banks can rely on, employees can take pride in, and investors can support with confidence. The new identity reflects Lentra’s indomitable spirit that can stand the test of time and represents Lentra’s unwavering commitment to trust, transparency, and technological excellence. The Lentra tri-blade encapsulates the essence of giving and receiving, embodying intelligence, security, adaptability, and agility. Lentra’s rejuvenated brand identity serves as a timeless symbol of innovation and excellence, setting them apart as pioneers in the industry and helping banks exceed customer expectations.”
Lentra aims to establish itself as a premier end-to-end technology platform for the digital transformation of lending processes for banks and non-banking financial companies (NBFCs), aspiring to become the universal lending system within the industry. With a robust focus on brand identity, end-to-end consumer experience, industry relevance, and regional prominence, Lentra aims to revolutionize the lending process and propel the industry towards a more efficient and consumer-friendly future.
