The UK credit card provider formerly known as SAV Credit has re-launched as ‘NewDay’.
NewDay says it aims to be a different kind of company, with its main objective being to ‘help people be better with money’.
James Corcoran, the company’s CEO, said: "Our commitment to delivering against our newly established manifesto is central to our future success.
"It will not be an easy task and certainly it will not be achieved overnight, but we are really optimistic and excited about the prospect of making our customers better off in the future."
NewDay provides its original ‘aqua’ card – launched in 2001 for people overlooked by the high street banks – alongside ‘marbles’ and ‘Opus’ cards, which are no longer open to customers.
The company recently acquired a portfolio of co-branded credit and store cards from Santander that included major brands such as Debenhams, House of Fraser, Laura Ashley and the Arcadia Group.
The latter, which is comprised of nine of the high street’s best-known retail fashion brands, including Dorothy Perkins, Outfit and Topshop, has also agreed a five-year extension of its partnership with NewDay, until 2018.
A spokesperson from the Arcadia Group said: "We want as many of our customers as possible to access our card products, provided they borrow affordably, and so we also value NewDay’s responsible approach to lending."
In total, NewDay has over 4m customers and expects to welcome over 1m new ones in 2014.