Fifth Third Processing Solutions is shedding the name thatcarried associations to its former identity as a subsidiary ofFifth Third Bank.

The Cincinnati-based processor will now be known in most of itsmarkets as Vantiv, the firm said.

The processor, which picked up roughly 330 credit unionprocessing accounts when it purchased TNB Card Services from credit-union ownedTown North Bank in Dallas just about a year ago, had roughly 770client credit unions at that time. The firm has not said how manyCU clients it has now.

The change in brand reflects that Fifth Third Bancorp has heldonly a minority position in the processing firm since 2009 and alsois meant to indicate that Vantiv is open to payment processinginnovation, the firm explained in an announcement of thechange.

“Vantiv embodies and advances our strategic direction as we helpour customers better achieve their goals,” said Vantiv CEO CharlesDrucker. “In our industry, every transaction is the most importantone. With so much at stake, our customers expect more. Vantiv isour commitment to deliver.”

Drucker added, “Vantiv creates an opportunity for us to movebeyond our already established foundation of success to bring ourcustomers the innovation, guidance and leadership they shouldexpect in this evolving payments environment. As Vantiv, we willoffer our customers even more collaboration, insight andperformance.”