“That’s something we’ve really focused on internally,” Peiris said.
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Now, 12 years after it first launched, it is continuing to broaden its suite of products, with its business accounts making up 30 per cent of customers - and growing twice as fast as its consumer segment.īut Wise’s roots as a money transfer businesses are a key driver to understanding the business now, Peiris explained, as 70 per cent of the company’s new customers since the start has come through word of mouth. The shift from Transferwise to just Wise in 2021 was clearly just the first step for the company in repositioning itself as more than a money transfer app. “We’re much more than transfers, which is our heritage, and with more and more of our customers adopting our international account, the new look really supports and promotes it visually.” “It’s a really fresh, current new look and we think it really reflects where we are today as a company,” Wise’s chief product officer Nilan Peiris told AltFi. The new logo and app feel were designed so customer experience is consistent regardless of where in the world users are or what language they’re using - whether that’s English, Japanese or Czech. “It draws from where they come from, but also represents the excitement of the world open for them to conquer.”
“Our new look is inspired by the millions of people and businesses worldwide that use Wise today,” Wise co-founder and CEO Kristo Käärmann said. With around six million active customers moving a massive £100bn per year, the company is onboarding 100,000 new users every week as it works on its mission to make move “move faster, more conveniently and eventually for free”. Wise’s new look, which comes as it hits 16 million customers worldwide, was created to reflect its global reach, drawing inspiration from the currencies, languages and places it serves around the world. The fintech formerly known as Transferwise is continuing its evolution as it rolls out its rebrand today.
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