Transformative Fintech Rebrands: Strategies and Success Stories

Fintech Rebrands


In the fast-paced, competitive world of fintech, staying relevant to your target audience is vital. This article discusses the strategies behind major rebranding efforts in the fintech sector. It explores why companies decide to rebrand, the tactics they use, and the effects these changes have on their market position and identity. Marketing and product managers, executive leaders, and CEO will find insights into reasons for rebranding, such as reaching new audiences, dealing with increased competition, changing company missions, undergoing mergers and acquisitions, and updating outdated visual identities.

Rebrand Types

For clarity purposes let's simplify a rather complex rebranding process into two tactics - a brand refresh and full rebrand.

Brand Refresh
A brand refresh involves fine-tuning and updating various elements of a brand without losing the core identity that customers know and trust. It's less extensive than a full rebrand and typically includes updates to the visual identity, messaging, and sometimes the user experience.

Full Rebrand
A full rebrand entails a comprehensive overhaul of a brand's identity, often involving a new name, logo, messaging, and positioning in the market. This type of rebrand can significantly alter the brand's equity and perception.

Why do Companies Choose to Rebrand

Fintech companies decide to rebrand for a variety of strategic reasons. While each situation is unique, there are several common factors that drive teams towards the decision to rebrand:

  1. Expansion to New Audiences: Companies often rebrand to appeal to new customer segments or enter new markets.
  2. Facing Increased Competition or Differentiation: Rebranding can help a company stand out in a crowded market or respond to competitive pressures.
  3. Changing the Company's Mission and Values: As companies evolve, their mission and values may shift, necessitating a rebrand to reflect these changes.
  4. Mergers and Acquisitions: When companies merge or acquire others, a rebrand can unify the brand identity.
  5. Outdated or Irrelevant Visual Identity: As fintech companies grow and mature, their visual identity might become outdated or fail to reflect their evolved market position and target audience expectations. To stay current and relevant, companies might refresh or rebrand their visual identity.

Teams need to carefully identify the reason when deciding if a rebrand is needed to support future growth and strengthen relationships with customers.

Fintech Rebrand Trends

In the dynamic fintech industry, rebrands are common as companies adapt to technological advancements, regulatory changes, and evolving customer expectations. Trends include a shift towards modern, minimalist designs, inclusive and accessible brand elements, and the integration of new digital experiences.

Case Studies

Let's take a look at 10 powerful fintech rebrands, analyse the reasons why the company decided to take the action of change, what tactics they used and what outcome was achieved.
Wise Rebrand Overview

Wise (formerly TransferWise)

Challenge and Strategy:
TransferWise, known for sending money abroad, saw a chance to offer more financial services. To show this, they changed their branding. The name change to Wise in 2021 was to match the company’s new services. These include overseas currency accounts, business accounts, and a debit card. The rebrand was more than a name change. It also included a new look and message. The aim was to show they make international banking easier for people and businesses worldwide. The new brand aimed to show a more flexible financial service provider, ready for a global audience.
Wise Brand Logo History
  • Tactic: Full rebrand
  • Timeline: Rebranded in 2021
  • Reason for Rebrand: Expansion to new audiences and markets.
  • Before and After: Changed from TransferWise to Wise, reflecting expanded services beyond money transfers.
  • What Changed: The rebrand aligned the company's image with its broader mission, including international currency accounts, business accounts, and debit cards.
Robinhood Rebrand Overview


Challenge and Strategy:
In 2020, Robinhood, an online trading platform, faced lots of competition and needed to update its image. So, they decided to freshen up their brand. They created a new look with eye-catching drawings, new fonts (Capsule Sans and Nib), and a clearer logo. The plan was to keep the brand's main identity, but make it more modern and easy for users. The new look and message were made to improve the user's experience and show Robinhood's promise to make investing easy and fun for everyone.
Robinhood Brand Logo History
  • Tactic: Brand refresh
  • Timeline: Refreshed in 2020
  • Reason for Rebrand: Facing increased competition and differentiation.
  • Before and After: Introduced a new visual identity with a bold, future-focused illustration style, new typefaces (Capsule Sans and Nib), and updated color palette.
  • What Changed: Significant changes to logo, visuals, and overall brand identity to align with the evolving brand expression.
BlackBull Rebrand Overview

BlackBull (formerly BlackBull Markets)

Challenge and Strategy:
As BlackBull expanded its market reach, it recognized the need for a more cohesive and modern brand identity. In 2023, Fintech Branding Studio had the pleasure to lead the full rebrand process, simplifying its name to BlackBull and introducing a new logo and identity that combined bull horns to form the letter "B." The new look represented BlackBull's financial stability and success, matching their values and goals. The rebranding also updated their marketing, messaging, and brand identity. This was done to position BlackBull as a top, modern financial service provider that serves people worldwide.
BlackBull Brand Logo History
  • Tactic: Full rebrand
  • Timeline: Rebranded in 2023
  • Reason for Rebrand: Expansion to new audiences and markets.
  • Before and After: Name change from BlackBull Markets to BlackBull with a new logo featuring bull horns forming the letter "B".
  • What Changed: Created a modern identity that symbolizes financial balance and success, aligning with their broader market ambitions.
Revolut Rebrand Overview


Challenge and Strategy:
To improve user experience and simplify money management, Revolut undertook a brand refresh in 2023. The refresh involved redesigning the app’s interface, simplifying navigation, and introducing personalization options. The changes aimed to address the evolving needs of its user base by making the app more intuitive and user-friendly. This refresh also included identity updates to the brand’s visual identity, ensuring it remained modern and relevant in a competitive fintech landscape. The goal was to reinforce Revolut’s commitment to innovation and customer-centric solutions, positioning it as a forward-thinking leader in digital banking.
Revolut Brand Logo History
  • Tactic: Brand refresh
  • Timeline: Refreshed in 2023
  • Reason for Rebrand: Outdated or irrelevant visual identity.
  • Before and After: Updated app design, simplified navigation, and updated graphic system, photography use.
  • What Changed: The refresh aimed to improve the overall user experience and expand brand identity.
Nubank Rebrand Overview


Challenge and Strategy:
As Nubank grew, it sought to modernize its visual identity to better reflect its mission and values. In 2021, Nubank implemented a brand refresh that introduced a bolder logo and a slightly different shade of purple, updated its signature color. These changes were part of a broader strategy to enhance the brand’s accessibility and user-friendliness. The refreshed visual identity was designed to better communicate Nubank’s commitment to financial empowerment and innovation, ensuring that its branding resonated with both existing and new customers in a competitive market.
Nubank Brand Logo History
  • Tactic: Brand refresh
  • Timeline: Refreshed in 2021
  • Reason for Rebrand: Changing the company's mission and values.
  • Before and After: Introduced a bolder logo and slightly different shade of purple.
  • What Changed: Updates to visual identity and app interface to enhance accessibility and user-friendliness.
Stripe Rebrand Overview


Challenge and Strategy:
Stripe’s brand refresh in 2016 aimed to modernize its visual identity and better align with its mission of simplifying online payments. The refresh involved updating the logo and visual elements to reflect a more contemporary and cohesive brand image. This effort was part of a broader strategy to maintain Stripe’s position as a leader in the fintech space, emphasizing its commitment to innovation and excellence in payment processing. The refreshed branding was designed to convey trust, simplicity, and modernity, reinforcing Stripe’s core values and market leadership.
Stripe Brand Logo History
  • Tactic: Brand refresh
  • Timeline: Refreshed in 2016
  • Reason for Rebrand: Outdated or irrelevant visual identity.
  • Before and After: Modernized brand image and visual elements.
  • What Changed: Refreshed logo and visual identity to better reflect mission and values.
Afterpay Rebrand Overview

Afterpay (also known as Clearpay in UK)

Challenge and Strategy:
In 2020, Afterpay updated its brand to better connect with its audience. The new logo now has a continuous "loop", and a fresh new color named "Bondi Mint". These updates show transparency, freshness, and a modern feel. The goal was to make the brand more noticeable and to match consumers' need for simple and clear financial services. This aligns with Afterpay's goal to help consumers manage their money responsibly.
Afterpay Brand Logo History
  • Tactic: Brand refresh
  • Timeline: Refreshed in 2020
  • Reason for Rebrand: Outdated or irrelevant visual identity.
  • Before and After: New logo featuring a continuous "loop" and new color "Bondi Mint".
  • What Changed: Strengthened visual identity to reflect transparency, freshness, and modernity.
Block Rebrand Overview

Block (formerly Square)

Challenge and Strategy:
As Square expanded beyond its initial focus on payment processing for small businesses, it recognized the need for a brand that encompassed its broader range of services. In 2021, the company rebranded to Block, Inc., a name that reflected its diversified business operations, including Cash App, TIDAL, and TBD. The full rebrand involved a comprehensive overhaul of the company’s visual identity, messaging, and positioning. This strategic move was designed to unify the company’s various ventures under a single, cohesive brand, making it easier to communicate its comprehensive service offerings to a global audience.
Block Logo History
  • Tactic: Full rebrand
  • Timeline: Rebranded in 2021
  • Reason for Rebrand: Expansion to new audiences and markets.
  • Before and After: From Square, Inc. to Block, Inc.
  • What Changed: New name and identity to encompass the growing family of businesses beyond the original Square ecosystem.
PayPal Rebrand Overview


Challenge and Strategy:
PayPal sought to build a stronger connection between its mission and communications. The brand refresh strategy involved updating the visual identity to be more inclusive and reflective of its evolving work. In 2021, PayPal introduced a new logo, a more inclusive brand palette, and a framing device using the overlapping double Ps to emphasize user-centric storytelling. These changes were part of a strategic effort to reflect PayPal’s evolving role in the financial ecosystem, highlighting its commitment to inclusivity, accessibility, and financial empowerment. The updated branding was designed to resonate with a diverse global audience, reinforcing PayPal’s position as a leader in digital payments.
PayPal Brand Logo History
  • Tactic: Brand refresh
  • Timeline: Refreshed in 2021
  • Reason for Rebrand: Changing the company's mission and values.
  • Before and After: Introduced a new visual identity with a more inclusive brand palette.
  • What Changed: Evolved visual identity to better connect with the brand's mission and communications.
Final Thoughts
Rebranding in the fintech industry is more than just a cosmetic change; it's a strategic move that can redefine a company's position in a rapidly evolving market. The case studies of prominent fintech companies illustrate the diverse approaches and significant impacts of successful rebrands.

If your fintech company is considering a rebrand, our specialized Fintech Branding Studio can help you navigate the complexities of rebrand and achieve a compelling and impactful brand transformation. Let us help you design your future into reality.
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