India – Recognising the need to align with evolving industry trends, digital lending platform Lentra has partnered with Landor for a brand refresh to reflect India’s shifting credit consumption landscape.
Derived from blending ‘LENding’ and ‘TRAnsformed,’ the name ‘Lentra’ reflects its mission to facilitate credit access for businesses of all sizes, promoting financial inclusion and independence.
Serving over 50 banks and NBFCs in India, Lentra’s digital lending platform empowers smarter banking with reduced credit risk and faster turnaround times. The platform enables banks to fully digitise lending processes, boost revenue, and reduce risk. Covering the entire loan lifecycle—from KYC and credit decisioning to servicing and early warning—Lentra’s cloud-based, modular infrastructure offers scalability, security, and flexibility for future-ready growth.
The brand refresh marks a pivotal step in Lentra’s journey to reimagine its identity and strengthen its market position. Designed to forge a deeper emotional connection with clients, the refresh introduces subtle yet impactful changes, giving Lentra a more sophisticated identity that resonates with today’s values.
“Brands are dynamic entities that undergo evolution over time. Our partnership with Landor helped us do just that—refine our brand identity to resonate with the evolving client expectations and establish a strong foothold in the ever-transforming credit landscape,” Lentra’s spokesperson said.
“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 optimisation, 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,” the spokesperson added.
Also speaking on the brand refresh, Landor’s spokesperson explained, “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,” the spokesperson continued.
Lentra aims to become the leading end-to-end digital lending platform for banks and NBFCs, setting a new standard for efficiency and customer experience in the industry. With a strong focus on brand identity, user experience, and regional impact, Lentra seeks to drive a more streamlined and consumer-friendly future in lending.
