Modern Marketing

Wise rebrands, looks a lot like a global neobank

  • Wise has launched a bold new look.
  • The international money transfer firm is homing in on communicating its value proposition to international customers.

Email a Friend

Wise rebrands, looks a lot like a global neobank

Wise has launched a new look, combining big chunky block letters with splashes of green.

What's changed: In addition to launching a new design and color palette, the international money transfer firm also addressed some of the finer points of its product, including tone of voice, illustrations, and photography. The new look focuses on textures, an eye-catching but high contrast color palette which drives away from the monotonous blue-white combo seen on most money-related websites. While the look and feel is different, this is a product refresh, not a pivot -- "a refurbish, not moving house."

The rebrand has changed Wise's official fonts to big chunky and blocky letters. The pictures features a pastel blue-green globe with soft paper-like textures.
Source: Wise

Why this matters: As Wise has grown, it has matured as a company, too. Adding in savings and investing features, as well as targeting business customers, the firm rebranded to clarify its value proposition. And because the firm serves customers in 170 countries and 50 currencies, international people and places feature prominently in the firm's image.

Wise now has about six million active customers and £100 billion in money movement per year. The company claims it is onboarding 100,000 new users every week.

Wise has changed its official colors with the rebrand, bringing in splashes of green, salmon and pastel pink. The new media also features photography and use of textures.
Source: Wise

Wise may be the sleeper winner in the move to digital banking. With a foothold in international money transfer, users generally appreciate the user experience and pricing. From there, it's a no-brainer to move more deeply into things like savings and investing. And because the core value function is money transfer, there's a natural revenue model built in.

0 comments on “Wise rebrands, looks a lot like a global neobank”

The Customer Effect

Gen Z’s relationship with money is complicated: New research on Gen Z’s debt, investments, and financial literacy

  • Gen Z's relationship with finance is complicated. Some of their habits make them seem wise beyond their years and others.. not so much.
  • 41% of Gen Z report having $2000 in debt or lower. At the same time 19% are unaware of their credit scores.
Rabab Ahsan | November 01, 2023
Modern Marketing, Podcasts

Marketing financial services to Gen Z with Step’s CJ MacDonald and Visa’s Ruben Salazar

  • FIs are beginning to wake up to the importance of Gen Z as an emerging customer. But they don't necessarily know how to reach them and what to say.
  • We speak with Visa's Ruben Salazar and Step's CJ MacDonald about what's working in marketing to the young generation as part of our podcast series on Gen Z.
Zachary Miller | September 12, 2023
The Customer Effect

‘We don’t make that much money on them’: The opportunities and gaps in banking with Gen Z

  • While Gen Z is estimated to have $360 billion in disposable income, only 33% of them are using a financial provider. 
  • David Donovan, EVP of Publicis Sapient, talks about the opportunity Gen Z represents for FIs and why they are failing at capturing the demographic's attention.
Rabab Ahsan | June 30, 2023
Modern Marketing

Breaking the fourth wall: Robinhood’s foray into publishing, and how financial publishers work to maintain independence

  • Robinhood has announced the launch of its publishing arm, Sherwood.
  • The news raises questions about timing as well as how to maintain independence as a publisher running on an ad/sponsorship model.
Rabab Ahsan | June 13, 2023
The Customer Effect

How are consumer habits and spending changing due to economic turbulence?

  • Economic turbulence is changing consumer spending.
  • 66% of people say that the current economic situation is making them reconsider how much they put aside for their emergency fund, while others are pushing away travel plans and dipping into their 401k.
Rabab Ahsan | April 27, 2023
More Articles