The Commercial Finance Association announced it will rebrand in 2019 as Secured Finance Network. The group made the annoucement during its 74th Annual Convention in San Diego.

“In June, the Commercial Finance Association announced its intention to rebrand over an 18-month period.  The decision to re-envision the CFA name and logo, including our messaging and approach to visual expression between now and the Association’s 75th Annual Convention in New York City in 2019 reflects the board’s objective to make the CFA brand more relevant to our members and to reinforce our strategic direction,” said Richard D. Gumbrecht, CEO. Gumbrecht announced the new name during the General Session this morning.

According to David Grende, CFA’s president, and CEO & President of Siena Lending Group, “Over the past six months, the CFA has taken a very thoughtful approach to the rebranding initiative. The organization has retained a top branding firm, conducted research, surveyed our membership, and held focus groups to inform our direction. ‘Secured Finance Network’ is descriptive and memorable, builds on our legacy and is highly relevant to our members and target constituents. I’m very excited about the new brand.”

The Commercial Finance Association will continue to operate as CFA while it effects an orderly transition in conjunction with an associated expansion of offerings including a complete website redesign over the coming year.