Fluent, a financial operating network for global trade, announced on Thursday it has rebranded to Hijro and unveiled its new Trade Asset Marketplace. The company revealed the rebranding represents the refocus of its brand, emphasizing its goal to become a connected network or global “waterway” powering trade finance.
Sharing more details about the new platform, Lamar Wilson, CEO of Hijro, stated:
“The vast majority of the world’s prosperous cities are connected to waterways that have provided unrestricted access to goods, technology, and new ideas for thousands of years. I chose the name Hijro to be representative of the waterways that support global trade, connecting siloed, antiquated IT systems and financial services to reduce friction between banks, businesses, and non-bank lenders who join our network.”
Hijro also noted that the marketplace would provide access to a global network of businesses, banks, and liquidity providers. The rebranding includes a new website as well.