Optimal Blue is undergoing a rebrand, what the company termed as its first major refresh since it was founded in 2002.
Since that time, the product and pricing engine provider was first
(In a separate transaction which was also required for the deal to go through, Black Knight sold the parent of its Empower loan origination system, now branded as Dark Matter, also to Constellation.)
Optimal Blue has a new logo, with blue being the primary color as opposed to orange. The font has also changed and is all-caps as opposed to all small letters.
"We continue to invest in AI and innovations that help our clients stay accurate, move faster and make smarter, more informed and profitable lending decisions," said Joe Tyrrell, CEO, in a press release. "At the same time, we're building on more than two decades of trusted expertise, performance and unrivaled pricing accuracy."
What is Optimal Blue's new marketing tag line
The new tagline is "Modern. Proven," with the company stating it represents its dual promise of being innovative and experienced in the capital markets.
"This new brand is more than a visual update — it's a bold statement about who we are and where we're going," said Sara Holtz, chief marketing officer. "Our visual identity and messaging not only reflects all the changes and enhancements that we have recently made, but also the fact that Optimal Blue delivers the best of both worlds: modern technology and decades of trust."
While the new branding is being implemented immediately, the company expects to have all the updates around it completed in early 2026.
Other recent mortgage businesses who've rebranded
Optimal Blue isn't the only mortgage-related business to undergo a marketing refresh or even a name change in the past few months.
Rocket
Fairway Independent Mortgage did a name change as well, swapping out its middle name to
On July 1, FBC Mortgage rebranded as Acrisure Mortgage, taking the name of the company who acquired it in 2022.
