New York, NY (January 13, 2026) – Earlier today, The Bancorp launched its new brand by ringing the opening bell at NASDAQ. The Bancorp is one of the first payment services providers and specialized lenders to embrace the fintech industry, serving as the essential financial enabler of fintech innovation.
Tenet Partners worked with The Bancorp to capture its high-performance essence in a new brand, including positioning, logo, tagline, visual identity and website. The company’s vision and mission speak to its role in the perpetual transformation of banking and defining its future while its promise is to turn compelling ideas into real-world solutions.
The Bancorp’s new logo symbolizes the depth and layers of expertise the company brings to solving its customers’ challenges, combined with a fluidity that represents its ability to adapt and pivot with the dynamic, ever-changing landscape of financial services.
The “Bold ideas, realized.™” tagline goes straight to the heart of what makes The Bancorp special. It is the essence of the brand captured in three words that evoke who the company is, what it does for its customers, investors and employees, and how it delivers
“The Bancorp occupies a unique place in the world of financial services—one that positions it to drive positive and impactful change—and is driven by an ethos unique in the banking industry,” said Beth Flom, Senior Partner, Research and Strategy. “Our mission was to capture the organization in a powerful and distinctive brand that will help propel The Bancorp to the future. The brand we’ve built is the result of a seamless partnership—one where we worked together side-by-side to produce work truly designed to help propel the company forward. We’re so thrilled to have had the opportunity and remarkably proud of the results.”
“Our brand evolution reflects The Bancorp as the essential enabler for fintech,” said Maria Wainwright, Executive Vice President, Chief Marketing Officer of The Bancorp. “Working closely with Tenet Partners, we refreshed how our brand shows up in the market to match the strength, expertise, and rigor of our business and our people. The result is a brand that authentically reflects our culture as a high-performance partner, built to turn bold ideas into real-world solutions.” Effective today, the company’s website has been refreshed with its new brand.
About Tenet Partners
Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality.
About The Bancorp
The Bancorp, Inc. (NASDAQ: TBBK), through its subsidiary, The Bancorp Bank, N.A., is defining the future of banking. As one of the first banks to embrace fintech, The Bancorp has been a driving force behind the industry’s evolution, serving as an essential financial enabler of fintech innovation for more than 20 years. Led by its Fintech Solutions business, the company delivers a dynamic portfolio of payment and lending solutions that empowers its clients to turn bold ideas into real-world success.
Ranked by the Nilson Report as the No. 1 issuer of prepaid cards in the U.S. and among the top 10 debit card issuers nationally, The Bancorp also holds leading positions in its Institutional Banking, Small Business Lending, Fleet Management Services, and Real Estate Bridge Lending businesses. Across every line of business, The Bancorp fosters prosperity through the perpetual transformation of banking and aims to drive growth for its clients, investors, employees, and the communities it serves. For more information, visit thebancorp.com.
For more information
Jess McHie
Business Development and Marketing
Tenet Partners
212.329.3166
jmchie@tenetpartners.com
###
