US-based fintech firm Switch has rebranded itself as Strivve to better align with its payment card business objectives.

The rebranding, according to Strivve, outlines the company’s mission to improve cardholder experiences by helping them to update their card for both e-commerce and bill payment sites.

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Strivve said that its CardUpdatr App that was introduced earlier this year is being increasingly integrated by industry partners.

Additionally, the company obtained the Registered Trademark for “Top of Wallet,” that matches with the new Strivve name and commitment to excellence.

Switch CEO and co-founder Chris Hopen said: “Our solutions are more than a way for cardholders to switch out their payment cards online; we enable financial institutions to more effectively ‘Strivve’ for Top of Wallet.

“The new name speaks more comprehensively to the exclusive benefits we offer and a way to radically improve cardholder experiences through the card provisioning automation technology.”

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Strivve noted that it will continue providing its cloud-based flagship API known as CardSavr along with the CardUpdatr web and mobile application.

Working as a card-on-file API, the CardSavr enables issuers to help cardholders update their new or re-issued cards anywhere they transact online.

Powered by a scalable machine learning engine and artificial intelligence algorithms, the platform allows card-on-file push-provisioning in real-time. This provision affects card account income directly for issuers of all types.

CardUpdatr is a mobile and web-enabled application that uses the CardSavr platform. The platform enables issuers to boost card re-issuance, card promotions, or activation of new cards.