Executives at Cambridge Analytica and its affiliated corporation SCL Group set up new data firm Emerdata last year, which some speculate could be used to rebrand the controversial company after it shut down following questionable data collection of Facebook users’ personal information.

Nigel Oakes, an executive and part owner of SCL Group, publicly said Emerdata was a way of rolling up CA and SCL Group under one new banner, the New York Times reported.