RANCHO SANTA MARGARITA, Calif. — Finance Express has a new name for its suite of software tools for independent dealers. Called the FEX DMS, the rebranding is based on terminology the company’s clients and employees have used for years to describe its product line.

The rebranding also represents the company’s efforts over the last few years to broaden its footprint in the independent dealer market.

"We are rebranding our suite of products to better reflect our long term commitment to providing dealer management solutions," says David Huber, CEO and President of Finance Express.

At its outset, the Finance Express technology was launched as a lender portal. Since that time, through acquisitions, system development, and integrated partnerships, the company has evolved into a major player in the dealer management solutions space.

"We see the FEX DMS as the core technology of a dealer's operations," said JeffMcCurry, vice president of development for Finance Express. "Our primary responsibility is to enable the dealer to use best of breed technologies through integration."