GDS Link, a leader in credit risk decisioning technology and analytics, has launched a bold new brand identity, reflecting its evolution as a global force in modern lending. More than just a visual transformation, the rebrand strengthens GDS Link’s commitment to “Modern Lending Made Simple”—empowering lenders with seamless technology, trusted expertise, and actionable insights.
“At GDS Link, we simplify the complex,” said Lisa Bonalle, CEO of GDS Link. “Our new brand identity underscores our commitment to delivering the clarity, expertise, and technology that lenders need to make fast, confident decisions. ‘Modern Lending Made Simple’ isn’t just a tagline—it’s our mission.”
A Rebrand with Real Impact
The transformation goes beyond aesthetics—it highlights GDS Link’s impact in the lending ecosystem. In 2024, GDS added 13 new logos to its customer portfolio, deployed 15 new decisioning solutions, and processed over 1 billion lending decisions. The company’s technology enables lenders to process up to 1 million applications in 66 seconds, reinforcing its leadership in fintech innovation.
“With a focus on innovation, we’ve strengthened our technology to support faster, smarter decision-making at scale,” said Yves Duhoux, CTO. “Lenders worldwide can optimize risk strategies with greater precision and efficiency.”
What’s New? A Future-Ready Brand
- Modernized Logo – Representing GDS Link’s role in bridging financial services and technology.
- Revamped Website (www.gdslink.com) – Designed for an intuitive experience
- Refined Messaging – Reinforcing GDS Link’s mission to simplify lending decisions and drive measurable impact.
At the heart of the rebrand is the GDS Link Decisioning Platform, which integrates with 200+ data sources, advanced analytics, and real-time decisioning capabilities. Banks, credit unions, fintechs, and specialty lenders trust GDS Link to enhance risk strategies, improve efficiency, and drive better results.
“This rebrand represents a renewed commitment to innovation in modern lending,” said Paul Thomas, CRO. “We provide solutions that help lenders worldwide navigate today’s evolving credit environment with confidence.”
Explore the New GDS Link Experience
While the brand has evolved, the mission remains: delivering the precision and tools lenders need to stay ahead in a data-driven world.
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