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Comenity Bank, the New Name for World Financial Network

During the first quarter of 2012 Alliance Data Systems Corporation, the parent company of World Financial Bank, announced[1] the name change of World Financial Bank to Comenity Bank and unveiled their new website at

The new website is streamlined to make it accessible to both traditional Internet users and smartphone wielders alike, with visitors being able to easily identify where they can pay their bills or ask for assistance.

Like most issuers you can find them on twitter; @AskComenity and on Facebook, which we have found to be very helpful if you have an account issue and don't have a phone, or if you just don't want to call customer service and wait.

No reason was given for the change, and this isn't the first time they've changed the name of their financial branch, which issues many store credit cards. In 2011[2] they modified the name of World Financial Network National Bank by dropping National from the title.

We speculate that this change occurred to help facilitate a newer, cleaner, and broader appeal for their credit accounts. Comenity is much easier to say and remember. The old name sounds like a bunch of gobbledygook or a fake bank that someone came up with off the top of their head.

Plus Comenity sounds much fresher and edgier than the previous iterations; probably from the combination of come and community. In this fast-paced Internet age businesses are trying to stay current and this might be one way that Alliance Data Systems Corp. is striving to achieve.


1. Comenity LLC., (2012) "Comenity – Company background: 25 years of retail credit" Retrieved December 14, 2012.

2. Better Business Bureau Inc., (2012) "Comenity Bank Review – Credit Cards & Plans in Columbus, OH" Retrieved November 18, 2012.

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