Upbound Group, Inc. Launches Unified Brand, Reshaping Its Path to Broader Financial Access

In a significant strategic move, the corporate parent of Rent-A-Center and Acima has unveiled a new enterprise brand identity: Upbound Group, Inc. The rebranding marks a pivotal transformation following the company’s acquisition of Acima Holdings roughly two years ago, positioning the organization as an integrated, multi-brand platform committed to delivering flexible financial solutions to underserved consumers.

Starting February 27th, the company will trade on NASDAQ under the ticker symbol UPBD, reflecting its evolved market presence and operational structure. This transition represents more than a cosmetic change—it signals a fundamental shift in how the organization approaches its business strategy and customer engagement.

Strategic Consolidation Drives New Operating Model

Upbound Group represents a consolidation of corporate capabilities under a unified framework designed to leverage synergies across its portfolio of consumer-facing brands. By operating as an integrated platform, the company aims to coordinate strategic planning and shared services that amplify innovation across its business divisions.

“Two years ago, when we completed the acquisition of Acima, we essentially doubled our size and transformed who we are as an organization,” explained Mitch Fadel, Chief Executive Officer at Upbound. “We’ve evolved into something more than just our original business. The new Upbound brand and operating structure enable us to serve our mission more effectively and address the changing financial needs of our customer base.”

The company’s established operating brands will maintain their market presence. Rent-A-Center, a 50-year-old leader in the lease-to-own retail channel with more than 2,400 retail locations across the United States, Mexico, and Puerto Rico, continues as a core business unit. Concurrently, Acima remains positioned as a prominent player in the third-party, virtual lease-to-own space, serving customers through digital and store-based channels.

Expanding Financial Solutions Through Data and Analytics

Under the Upbound platform structure, the organization intends to unlock new revenue streams by developing complementary financial products. Drawing on extensive customer data and advanced analytics capabilities, the company plans to introduce targeted credit solutions and point-of-sale lending options that extend beyond traditional lease-to-own offerings.

“Upbound represents a new operating framework that allows us to capitalize on existing strengths, execute cross-brand commercial strategies, and innovate with both established and emerging products,” Fadel noted. “Our relationships with millions of customers provide us with valuable insights. We can use that intelligence to offer a broader suite of financial solutions, ultimately helping our customers achieve greater financial flexibility and access.”

By consolidating resources and insights across its brands, Upbound positions itself to address a wider spectrum of consumer financial needs, particularly among populations historically underserved by traditional banking institutions.

Forward-Looking Vision

The company emphasizes that this rebranding is a milestone within a larger strategic evolution. Upbound Group, Inc. remains headquartered in Plano, Texas, and continues to pursue its mission of expanding financial opportunity through technology-driven, inclusive solutions.

Additional information about Upbound and its brands is available at www.Upbound.com.