ETBrandEquity: December 16, 2015
Bestdealfinance.com, an online marketplace for financial products, has renamed itself to Rubique. The new name aims to make the portal steer closer to the digital savvy customers, stay relevant to their core proposition. The branding exercise is executed by Idealake.
Launched in October 2014, the Mumbai-based financial e-commerce portal provides an end-to-end solution to financing needs of individual and small and medium enterprises.
Commenting on the development, Manavjeet Singh, founder and CEO, Rubique, said, “Our mission is to reach, engage and enrich the lives of individuals and SMEs. With our solution, we would like to bring transparency in the loan eco-system and make finance simple and accessible. Our focus is to create a platform to bring borrowers and lenders together eliminating all uncertainties and reduce the turnaround time with new age technology. To establish a greater connect with our brand promise, we started to rethink the brand strategy and positioning including the name change.
“The core strength of our organization is the ability to develop algorithms through the use of smart technology and domain knowledge that provides all our stakeholders with simple solutions to their financial needs. Just like solving the Rubik’s cube is a journey from complex to simple, the customer’s interaction with Rubique is also a journey from complex financial needs towards simple solutions. The tag line ‘Finance made Simple’ clearly communicates the category that we are operating in, and also reinforces the brand promise,” he added.
Rubique has signed up with 41 financial institutions for over 200 products across retail and SME loans. They have received almost 10,000 applications, out of which 2,000 applications have been processed successfully. The company has various strategic alliances to bring in the largest integrated networks of affiliations in the Indian online financial marketplace. Rubique has closed its series A funding led by Kalaari Capital recently.