Privacy.com is rebranding. The new name will be Lithic. The company was founded in 2014, the company’s focus was to let anyone generate virtual and disposable payment card numbers for free.
TechCrunch details the rebranding and highlights the latest capital raise:
As part of its new strategy, Privacy.com announced today that it has changed its name to Lithic and raised $43 million in Series B funding led by Bessemer Venture Partners to double down on its card issuing platform and new B2B focus. Index Ventures, Tusk Venture Partners, Rainfall Ventures, Teamworthy Ventures and Walkabout Ventures also participated in the financing, which brings Lithic’s total raised to date to $61 million.
Privacy.com, the company’s consumer product, will continue to operate as a separate brand powered by the Lithic card issuing platform.
Dumb.
Not at all. “Privacy” is too broad and the company probably felt it had enough traction to branch out to new areas of services.