‘Hey Sallie, is That You?’ Sallie Mae Introduces New Brand and Unveils the Next Chapter for the Company

New Brand Experience, to be Implemented Over the Next Year, Coincides
with Sallie Mae’s Five-Year Anniversary as Standalone Bank

NEWARK, Del.–(BUSINESS WIRE)–Sallie Mae (Nasdaq: SLM) today introduced a new
experience and identity as it evolves to meet the growing
needs of its customers. The new brand, to be implemented over the next
year, coincides with Sallie Mae’s five-year anniversary as a standalone
bank. The company’s next chapter acknowledges the company’s history of
helping students and families make college happen, and ushers in Sallie
Mae’s customer-centric vision that will extend beyond education.

“Since 2014, more than 2 million families have trusted Sallie Mae to
help them pay for college, more than any other private student lender,
however, earning a degree is just the beginning of the journey,” said
Raymond J. Quinlan, Chairman and CEO, Sallie Mae. “Our goal is to build
lifelong customer relationships, and we are uniquely positioned to meet
their evolving needs. We’re listening and responding with new
innovations and products to help them create the lives they imagine.”

The new brand experience will feature a new Sallie Mae logo that
symbolizes customers’ life journeys through flexible, differentiated
storylines, and a new font in lowercase. The coral dot represents the
customer and serves as a starting point for their path, wherever it may
take them, and how Sallie Mae can help them on their way.

“At Sallie Mae, we are in the business of creating opportunities,
opening doors, and providing access to what’s next,” said Donna Vieira,
executive vice president and chief marketing officer, Sallie Mae. “Our
new brand experience and identity represent those new possibilities. Our
logo illustrates that we’re all individuals, each with our own story and
path. Our renewed brand and purpose will build prosperous futures for
our customers and unlock value for our business along the way.”

The new brand experience will be front and center this summer in Sallie
Mae’s savings products and when the company rolls out three
differentiated credit cards, co-created with students and families, to
promote and reward financial responsibility. Sallie Mae will also
introduce a new consumer-focused blog featuring articles and videos on
personal finance, as well as a new digital experience to access simple
and straightforward information on planning and paying for college.

Customers are the heart of the new brand experience, and Sallie Mae has
already made significant improvements to the customer experience from
application through repayment. The company continues to build and grow
its U.S. based customer service team and has upgraded and improved its
mobile apps, chat functions, and customer service platforms.

The company will also continue to offer competitive private
student loans
for undergraduates and graduates, personal
, and banking
that have made it the market leader in higher education

Learn more about the new brand experience and evolution of Sallie Mae at www.SallieMae.com.

Sallie Mae (Nasdaq: SLM) believes education and life-long
learning, in all forms, help people achieve great things. As the leader
in private student lending, we provide financing and know-how to support
access to college and offer products and resources to help customers
make new goals and experiences, beyond college, happen. Learn more at
SallieMae.com. Commonly known as Sallie Mae, SLM Corporation and its
subsidiaries are not sponsored by or agencies of the United States of


Rick Castellano

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