Remember when Wise was just TransferWise? You probably remember them for making international transfers less of a headache.

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Well, that fintech darling has now fully embraced its evolution and rebranded its B2B arm as Wise Platform. Here’s what drove the change and why it’s smart.

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Rebrand isn't always the answer. Often the decision is made for the wrong reasons - you should rebrand to stay relevant, improve market positioning, and attract new customers NOT because you’re bored of the current look and feel.

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Why rebrand? Five reasons Wise made the leap:

‍1. Precision  Targeting for Senior Finance Leaders
The B2B platform initially focused on efficient international transfers, by 2024 they sought a refined identity to engage senior finance leaders effectively. Collaborating again with Ragged Edge, Wise created a targeted brand designed to resonate deeply and stand out clearly to this critical audience.
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Wise’s group design lead, Rosie Isbell, summarises, “We needed to cut through to senior finance decision-makers at the right moment, with a brand they genuinely connect  with.”

2. Building a Truly Global, Inclusive Brand
Wise realised its brand needed to resonate universally. Their rebrand is a conscious effort to appeal globally, serving businesses and institutions everywhere. With a design supporting 146 languages, the brand reflects diversity and accessibility, signifying that Wise is genuinely "for everyone, everywhere."
 
3. Standing Out from the Fintech Crowd
Let’s be honest, fintech branding often feels like a blur of blues. Wise broke away, switching to a distinctive green inspired by their cash card. The updated brand is bold, confident, and instantly recognisable, echoing Wise's challenger spirit and clear commitment to transparency and simplicity.
 
4. Strategic Move for Future Growth
Timing the rebrand with preparations for a public listing was no coincidence. Wise wanted to clearly signal its transition from niche player to major global financial services provider. This strategic repositioning sets them up strongly for future growth, reinforcing their broader ambitions and readiness to scale further.
 
5. A Brand Inspired by Customer Lives
Ultimately, the rebrand was driven by the customers themselves. Wise CEO and Co-founder Kristo Käärmann captured it best, saying the name now "catches up with who we’re already building for: a community of people and businesses with multi-currency lives. That community now even includes the banks themselves."

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What Wise got right:

Clarity of purpose: Wise kept the customer front and centre, evolving with their needs rather than chasing trends.

Authentic differentiation: The green rebrand wasn’t just for show; it genuinely helps them stand out visually and conceptually.

Consistency: Their messaging, product, and visual identity are aligned, consistently reinforcing the brand promise.

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What this means for your brand:

If you're thinking about your own rebrand, consider:
 
Evolve with your customers: Wise’s rebrand was customer-led, ensuring it matched genuine customer needs and market realities.

Make bold choices: Don’t shy away from differentiation—even if it feels risky, distinctiveness often pays off.

Be strategic: Timing matters. Align your brand refreshes with key business milestones to maximise impact.

Keep it simple and clear: Your brand should clearly reflect your core purpose and direction.

Wise’s evolution offers a masterclass in strategic branding done right. As you navigate your own brand journey, ask yourself: is your brand aligned with where you're headed, or is it stuck reflecting a past you’ve already outgrown?
 
Here’s to staying Wise. Which other recent case studies should we be talking about?
 
Drop me an email with your ideas!