Consumer finance firm Household Financial Corp. Ltd, has changed its name to HSBC Financial Corp. Ltd., effective April 1.

The re-branding of Household Financial completes the integration process that began when HSBC Holdings plc acquired Household International, Inc. (now named HSBC Finance Corp.), parent company of Household Financial Corp. Ltd., in March 2003.

“HSBC is one of the most respected brands in the financial services industry. By adopting the HSBC brand, we will be able to deepen our relationship with our customers and provide even better service by offering access to a broader range of products and services through the other members of the HSBC Group in Canada,” said Pat Burke, president and CEO of HSBC Financial.

HSBC Financial, with over 1,000 employees and 114 branches in 10 provinces across Canada, provides secured and unsecured lines of credit, closed-end loans, real estate loans and insurance products. Through HSBC Retail Services, it also offers private label credit cards and services.