REOTrans is changing its name to Equator. The Los Angeles-based company said the name change comes as the online financial tech firm expands its software offerings beyond its real estate-owned (REO) automation services. “Growth requires change, so to enable our growth we're changing our name to Equator,” said CEO Chris Saitta. “The company chose the name to represent its scope and purpose. Equator is comprehensive yet precise and a point of change. It's also rich in metaphor, which helps communicate and perpetuate the company's identity,” he added. The rebranding effort will be complete at the end of 2009. Write to Austin Kilgore.