Extra-Extra ++++++++++++++++++++++++++++++++++++++++

Direct Capital Has Disappeared
Now Part of CIT

www.directcapital.com
(Alexa #1 leasing site)

Shades of Colonial Pacific!

The name and website of Direct Capital has been absorbed into CIT. A search on Google will find all inquiries directed at Direct Capital no longer exist. They now go to CIT. The number one site by Leasing News Alexa Report is gone. (1)

Leasing News was informed, "All of CIT’s offerings are available at www.CIT.com including business capital. The CIT Direct Capital website is now integrated and automatically directs customers to the new site.

"Today we revealed a refreshed brand identity aimed at presenting a more cohesive market presence following a multi-year transformation of the company. In addition, the CIT Direct Capital brand will transition to become simply CIT as the company creates a more cohesive market approach in its Business Capital division.

"CIT Direct Capital has been an important part of CIT since it was acquired back in 2014 and will remain a vital part of the company’s success going forward as we continue to add to and grow the operation in New Hampshire. Joining the CIT website will help customers better understand the breadth of financial services we have to offer."

A press release hot off the press from CIT, declares: "CIT Group Inc. (NYSE: CIT) today revealed a simplified and refreshed brand identity aimed at presenting a more cohesive market presence following a multi-year transformation of the company. The effort includes a new marketing campaign, tagline and website reflecting CIT's consumer and commercial businesses."

Bank Like You
"Also new to the campaign is the "Bank Like You" tagline, which reinforces that CIT is focused on empowering customers and putting them and their financial goals front and center.

" 'As we embarked on our journey to evolve the CIT brand, we set out to establish a simple and cohesive position that reflected a newly-transformed company and a diverse customer base,' said CIT Chief Marketing and Communications Officer Gina Proia. ‘Whether a customer comes to us for business financing, commercial lending or personal savings, we want them to know that their goals are our goals. The brand work brings this mission to the forefront.’

"As part of the brand initiative, CIT has also launched a new website that includes an integrated view of its products and solutions for personal savers, small and mid-sized business owners and commercial clients seeking financing. In addition, the CIT Direct Capital brand will transition to become simply CIT as the company creates a more simplified market approach in its Business Capital division."

There may be one more shoe to drop, but being held confidential at this time.  Editor.

(1) Top Six Leasing Company Websites in North America
http://leasingnews.org/archives/Nov2018/11_07.htm#5

Related Stories:
Dave & Mike Murray,
  the Original Founders of Direct Capital
http://leasingnews.org/archives/Oct2014/10_22.htm#murray

Direct Capital Chris Broom Buys $8 Million Home
Appears Keeping Former Tyco President Mansion in NH
http://leasingnews.org/archives/Nov2014/11_19.htm#broom

Employee Exodus at Direct Capital, Portsmouth, NH
  Customers and Vendors to Follow
http://leasingnews.org/archives/Sep2015/9_14.htm#employee

For those not familiar (from Leasing News archives):
The History of Colonial Pacific Leasing
   By Christopher “Kit Menkin”
http://www.leasingnews.org/Conscious-Top%20Stories/CLP.htm