Already a MEMBER? Registered users are kindly asked to reset their passwords for Full Digital Access to all our content. Just select LOGIN and RESET PASSWORD. Changes Corporate Name to LendingTree has adopted its marquee LendingTree brand for its new corporate name.

The formal corporate name of the online lead generation company was changed to LendingTree, Inc. "to better reflect both the company's go-forward strategy and its historical roots," the Charlotte, N.C.-based firm said in a press release Tuesday.

The company's shares will continue to trade on the NASDAQ under the symbol "TREE." The name change will not affect outstanding stock certificates.

"We strongly feel that our corporate name should be aligned with our flagship brand, which is known to millions of consumers and thousands of lenders," said Doug Lebda, the company's chief executive, in the release.

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