Ripple appears to be quietly rolling out a major rebranding.
The San Francisco startup has removed nearly all references to its three main cross-border payment products from its website: xCurrent, xRapid and xVia.
Ripple appears to be streamlining its message by shining the spotlight on RippleNet, which is the umbrella name for the 200-plus companies that utilize Ripple’s cross-border payments technology.
Most of those customers use Ripple’s payment messaging system, which has long been branded as xCurrent.
As for the company’s XRP-based payment solution xRapid, Ripple appears to have renamed the technology, using the term On Demand Liquidity (ODL).
A new page details how Ripple customers can use ODL to source liquidity through the digital asset XRP, with an image that shows the same functionality as the XRP-based xRapid.
“International payments, especially in emerging markets, require businesses to hold pre-funded accounts in destination currencies. It’s a costly endeavor that ties up resources. RippleNet provides an alternative.
While any financial institution on the network enjoys reliable, instant and lower-cost transactions, those who use the digital asset XRP to source liquidity can do so in seconds—freeing up capital and guaranteeing the most competitive rates available today.”
Ripple’s jobs page continues to reference xRapid in listings that were posted prior to the website’s recent overhaul.
References to Ripple’s third main product, xVia, also appear to have been removed from Ripple.com.
The company’s enterprise API solution is designed to make it easy for companies to move payments in and out of emerging markets.
So far, Ripple has not commented on the changes.
