SAN FRANCISCO — LendingClub, one of the pioneers of digital banking, is reviewing its PR agency support as it pursues its goal of being a “branchless digital marketplace bank that allows customers to seamlessly manage their lending, spending, and savings.”

The platform, which issued an RFP Monday, has had a years-long relationship with Key PR but is reviewing agency support “as we embark on the next phase of our brand’s growth,” said head of communications and financial health officer Anuj Nayar.

“This partnership will help us drive a strong narrative across multiple audiences, enhance brand awareness and top of funnel activations, and support business growth initiatives and new products,” said Nayar.

The remit is for serving as agency of record for the remainder of 2023 with the option of extending the relationship through 2024 pending review. The business is worth $15,000 a month. Prospective agencies must have fintech experience.

In the RFP, Lending Club said it is looking for “a qualified vendor to promote LendingClub’s successful and unique business model through this period of macro-economic uncertainty,” as well as establish the company as a leader among shareholders and in the fintech industry. Responsibilities will include internal and external communications.

“Over the last two years, we have successfully rebranded the company as a leading digital marketplace bank. We must now do more to differentiate ourselves from the host of neobanks and fintechs that are struggling in the current macro-economic environment. We have a clear path and right to win and we need to share that conviction with shareholders and others. We are looking for innovative ideas that breathe life into the new financial services company we are building and a partner to help make our vision a reality,” the RFP said.

“The selected PR agency will be responsible for developing and executing comprehensive PR strategies that will leverage LendingClub’s unique strengths to establish it as “the banking leader to watch” with shareholders, while breaking away from struggling fintechs (including those with charters). Efforts are intended to drive a strong external narrative across multiple audiences, enhance brand awareness and top of funnel activations, and support business growth initiatives,” it said.

Said Nayar: “We look forward to hearing from the top PR firms in the industry and finding the best fit for our brand.” Pitches are due by April 14.

LendingClub was launched in 2007 as a Facebook application as an alternative to traditional banking by offering low-cost personal loans digitally. Over the years, the platform became the US’s largest personal loan provider, generating $1BN in loan volume per month.

The company bought Radius Bank in February 2021, gaining the ability to offer a broader range of products and services. LendingClub has served 4 million people since launch.