NinjaEdge announces rebranding, including name change to Edge

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NinjaEdge has unveiled a new name, new logo, and new products as part of an extensive rebranding initiative

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We’re delivering on the promise to help our customers achieve profitable growth and solidify their own edge in an incredibly competitive market with myriad uncertainties.

NinjaEdge, creator of the leading consumer risk score based on bank transactions, announced today that it has rebranded to Edge. The company’s new look and feel represent a commitment to innovation and actionable insights that translate into tangible improvements in its customers’ businesses.

“Our refreshed identity marks an important chapter in Edge’s growth story,” said Brian Reshefsky, President of Edge. “We’re delivering on the promise to help our customers achieve profitable growth and solidify their own edge in an incredibly competitive market with myriad uncertainties.”

The new logo reinforces Edge’s leadership in cash flow underwriting by replacing the cartoon ninja from the consumer brand where the business was originally conceived and incubated. Instead, Edge is now represented by crosshairs encircled by the letters E, D, G, and E to represent the precision and focus that Edge brings to its customers’ assessment of consumer credit risk.

“We’re keeping the ‘Edge’ rather than an entirely new name.” added Reshefsky. “It’s important to celebrate our origin as the analytics that played an important role in CreditNinja’s success – and now do the same for many other digital lenders.”

As embodied by the rebrand, Edge continues to invest in products with demonstrable value for lenders and customers in adjacent risk industries. Edge’s expanding suite of products has been renamed with more direct terminology that describes the company’s primary activity at each stage of its value proposition:

  • Connect (formerly NinjaFetch): bank data acquisition with “smart routing” to optimize data sourcing
  • Enrich (formerly NinjaValidate): risk insights distilled from consumer-permissioned bank transaction data, useful as model building blocks or for decision rules and scorecards
  • Score (formerly NinjaScore): default risk model based on industry-wide loan performance outcomes as reported to Edge by its customers
  • Refine (newly announced): customizable solution to optimize insights from Edge Enrich and Score within lenders’ underwriting processes

“We created Refine after listening to feedback from customers who needed to simplify complex analytical solutions for their underwriting teams,” said Mani Venkat, Edge’s Head of Customer Success. “Refine accelerates and amplifies how lenders can realize value from Edge.”

With the initial release of Refine, Edge customers can streamline risk managers’ prioritization and quickly focus their decision-making on key insights that are meaningful and relevant for their underwriting workflows.

“This year, we’re releasing a number of product enhancements and extensions that will transform traditionally clunky processes,” added Venkat. “These product updates are a direct result of the trusted, value-based relationships we’ve built with Edge customers.”

Upcoming new products from Edge will serve more needs for lenders across the consumer credit lifecycle – from lead screening through portfolio management – and uphold the new brand’s promise to deliver clear, practical value.

About Edge:
Edge provides a consumer risk score based on bank account transactions. The platform was launched by the entrepreneurs and data scientists who pioneered data-driven digital lending for Everyday Americans. Edge delivers risk insights for use cases across the credit account lifecycle that have been performance-tested on real world lending decisions since 2017. For more information, visit and follow Edge on LinkedIn at

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