On Nov 1st the UK PubMed Central Service has been rebranded to Europe PMC. This is the result of an evolving business model: after a growing number of European funders (including the European Research Council) joined UKPMC, the Open Access subject-based portal for biomedicine and biotechnology has now been extended to the whole European Union. Likewise, the upgraded Europe PMC plus feature for managing grants and publications now covers the 18 UK and European funders that are part of the initiative.