To address a major pain point for the LGBTQIA+ community, Mastercard is introducing the True Name card. The product will allow for chosen names to appear on the front of the card, according to news from Mastercard.

In an announcement, the company said, “For many in the LGBTQIA+ community, the name on their credit, debit or prepaid card does not reflect their true identity. As a result, for the transgender and non-binary community, the card in their pocket can serve as a source of sensitivity, misrepresenting their true identity when shopping and going about daily life.”

The company said that almost one-third ⁠— or 32 percent⁠— of individuals who have shown identification with a gender or name that did not match their presentation reported negative experiences such as being denied services, harassed and/or attacked. The company said that his discrimination has carried through to their payment mechanisms and cards until now.

And, in parallel paths and in celebration of WorldPride as well as Stonewall 50, Mastercard said that the New York City Commission on Human Rights and the company “will champion the power of acceptance to create and unveil an all-inclusive version of the iconic street sign at the corner of Gay and Christopher Streets in New York’s West Village.”