OnDeck Canada Forges a New Path as Journey Capital

[Montreal, April 1, 2024] — OnDeck Canada unveiled a new identity, including a new name, logo, and tagline, as part of an extensive rebranding initiative. Starting today, the company has officially rebranded to Journey Capital. The new identity follows a 2022 management buyout and marks a new chapter for the company as it continues to champion small businesses by providing a first-class online lending experience.

“Our new identity takes inspiration from the entrepreneurial journey. It’s also the result of our own relentless journey towards empowering Canadian entrepreneurs,” says Melanie Bufo, Vice President of Marketing & Communications at Journey Capital. “With a rich history of both change and challenges, we’ve set a new course for an independent, determined future that truly reflects our values.” 

The new brand embodies a new sense of purpose and is rooted in the company’s mission – to support Canadian small businesses with digital experiences that broadens their access to credit and provides them with the right financial solutions, at the right time.

The new logo features symmetry and rising elements that represent Journey Capital’s pledge to small businesses. “Our new logo reflects the commitment we’ve made to entrepreneurs to be their partner as they reach for that next milestone. We want to be by their side as they strive to reach their goals,” says Bufo. 

The Journey Capital tagline “Here to get you there” is another integral part of the new brand. It speaks to the people-first philosophy of Journey Capital, and another testament to its role as a trusted partner to fuel entrepreneurial endeavors.

The new brand bolsters Journey Capital’s role as a trusted and confident industry leader. Backed by 15 years of financial excellence, the company is positioned to set new standards, innovate, and continue delivering credit solutions to small businesses across Canada.

While embracing this new brand, Journey Capital assures clients and partners that it remains the same trusted Canadian team and leadership. “We couldn’t be more excited about this new chapter,” says Neil Wechsler, CEO of Journey Capital. “It represents our own path to full Canadian independence and helps clarify our mission with a clear message: we’re here to help small businesses on their journey to success.”

  • OnDeck Canada rebrands to Journey Capital.
  • Journey Capital unveils brand tagline: ‘Here to get you there’.
  • Journey Capital’s logo features elements that reflect its commitment to small businesses in helping them reach their next milestone.
  • Journey Capital is a wholly Canadian company comprised of the same experienced team and leadership, offering the most comprehensive suite of financing solutions of any online lender – with a renewed focus on serving Canadian small businesses with online lending services driven by a people-first approach.

Journey Capital is the national leader in reliable, transparent, and fast online lending solutions for Canadian small businesses, offering the widest range of financing products including Business Term Loan, Business Line of Credit, and Flex Fund advance. Founded in 2009, Journey Capital (formerly OnDeck Canada) is a people-first online lender and has pioneered the use of data analytics and financial technology to make smarter real-time lending decisions and deliver funding to more Canadian small businesses in as fast and efficient way. For more information, visit www.journeycapital.ca.

Media Contact:

Melanie Bufo,
VP, Marketing & Communications
Journey Capital