Card Issuer Enfuce Aims to Redefine Fintech Landscape with Brand Evolution

Enfuce, a pioneer in card issuing and processing, is set to make waves at Money20/20, the esteemed fintech event, as it unveils its brand evolution that promises to disrupt traditional norms in the industry. With a vision of becoming the fintech “where happiness is built-in,” Enfuce aims to differentiate itself by offering unique customer use cases, seamless payment flows, increased customer satisfaction, and bolstered revenues.

As one of Europe’s rapidly expanding fintech companies, Enfuce’s modular issuer processor solutions have garnered significant demand from banks, neobanks, and non-financial firms seeking embedded payment strategies to fuel their growth. By providing the means to create exceptional payment experiences, open new revenue streams, and enhance customer engagement, Enfuce positions itself as the sole strategic and collaborative partner for visionary leaders driving transformative business expansion.

Enfuce’s brand evolution arrives amidst a pivotal moment in the fintech industry, where unprecedented opportunities abound despite the uncertain economic climate that has recently impacted fintech funding. Despite these challenges, Enfuce continues to scale rapidly, solidifying partnerships across government, B2B, and B2C sectors in the past year. This success underscores the company’s reputation as a trusted and reliable strategic partner, owed to its compliance prowess and agile technological infrastructure that caters to both financial and non-financial entities.

Moving away from the corporate and functional branding of the fintech industry, Enfuce’s new identity and logo have been designed to communicate its ability to make customers feel valued and treated as partners, and to make everyday life flow with its innovative modular propositions. Working with the largest global independent B2B marketing agency Transmission, Enfuce’s identity refresh follows a six-month development and consultation process involving its people, stakeholders and its clients. Overwhelming feedback highlighted that the keys to Enfuce’s success are listening to its clients’ needs and creating game-changing services that enhance their customers’ experiences, with the power to effect transformative change for its clients and across wider society.

Recognising the importance of linking its new brand to its customers’ situations, aspirations and emotions, Enfuce’s brand evolution also highlights how the processing powerhouse is bringing Finland’s reputation for happiness to fintech. The United Nations Sustainable Development Solutions Network released its annual World Happiness Report, which rates well-being in countries around the world. For the sixth year in a row, in 2023 Finland was ranked at the very top. Enfuce’s Finnish roots mean that since its inception, it has proactively infused the Nordic attributes of collaboration, reliability and trust within its team culture and into every aspect of its interactions with customers.

To bring the essence of happiness to life, a disruptive brand platform was developed with the power to add a spark of happiness across any and all channels. At its core, the brand evolution will truly cement the idea that working with Enfuce is the happiest experience customers could desire. Through joy-infused imagery, soothing videos, an experiential event presence at leading fintech event, Money20/20 Amsterdam, and even ASMR sound elements, a multi-sensory brand experience was delivered. The happy feeling is at the heart of Enfuce, in every element. From a playful but never silly tone of voice to a flowing personality-infused logo, every detail is carefully articulated to be the ultimate brand-differentiating package for a fresh-thinking organisation.

Led by co-founders and co-CEOs Monika Liikamaa and Denise Johansson, Enfuce offers an agile alternative to existing issuer processing platforms. With a fast-growing roster of partnerships secured over the past 12 months, Enfuce is swiftly becoming the go-to strategic partner for card issuance and embedded payments services in the B2B and B2C spaces. Since its launch in 2016, Enfuce is now processing nearly €2 billion transactions annually for more than 16 million active debit, credit and prepaid card users on its platform.

With its turnkey modular solutions, packaged BIN sponsoring, and all regulatory compliance taken care of, Enfuce is empowering visionary leadersents to tap into new revenue opportunities and unlock innovative new ways to expand their customer bases by reimagining customer engagement through the addition of modular issuer processing solutions and other financial services to their value propositions. Enfuce’s fully compliant and customisable tech stack, easily integrated APIs, dispute management, fraud management and second-line support enables its clients to offer a range of value-added services including exchange rate API, authorisation controls, and the ability for users to set and view PINs. Cards can also be integrated into users’ Apple Pay and Google Pay digital wallets.

Monika Liikamaa, Co-Founder and Co-CEO of Enfuce, says: “Enfuce exists to relieve pain from payments globally and make life flow more easily, and our brand evolution underscores that renewed purpose. With our ability to create unique use cases, fewer complications and frustrations when trying to make purchases, we create happier customers and stronger revenues for our clients. Our new brand captures these moments of joy and serves as an ongoing promise to our customers thatEnfuce is truly where happiness is delivered. Our unwavering commitment to improving financial inclusion ensures that the solutions that we are putting out into the marketplace are beneficial, not only for businesses and consumers, but also wider society. That is very genuine and heartfelt in terms of where the business is coming from, and is a key element informing our rebranding.”

Denise Johansson, Co-Founder and Co-CEO of Enfuce, says: “The timing simply felt right to evolve the Enfuce brand. Our growth and evolution as a business needed to be reflected in a tangible way. Enfuce is where happiness is built-in, and delivered to the world, one payment solution at a time and our brand needed to reflect that. When businesses work with us, they can be confident of getting the very best strategic expertise, compliance strengths, and unmatched levels of customer support. That is at the heart of everything we do, and is the core of our new identity and brand purpose.”

Vanessa Schotes, Chief Marketing Officer of Enfuce, says: “Our brand evolution embodies our vision to bring the brightest minds and the best technology together so that we can exceed customer and industry expectations. Our brand strategy development process reaffirmed that what customers love about Enfuce is our entrepreneurial spirit, the trust and confidence we inspire in them, and our strategic collaborative partnership approach. The challenge was to bring these things to life with a captivating visual identity and a new logo that embodies the feeling of Enfuce in one elegant package. We went beyond just “putting a new coat of paint on” and really dove into what our customers, partners, stakeholders and internal teams see as the very best elements of Enfuce and worked with an agency to help bring our new identity boldly to life.

Andrew O’Sullivan, EMEA Creative Director of Transmission: It’s one thing to say you want to differentiate as a brand, but to commit to brave thinking and then execute on it is what we all as marketers should be seeing as best practice. Enfuce has allowed us to push them, and the work we are creating together is a great example of why allowing for creativity and pushing boundaries pays off.”

The brand evolution announcement is the latest milestone in Enfuce’s successful growth journey, following its €45 million in Series C funding that was secured from Vitruvian Partners, a global investment firm which supports ambitious, high-growth companies. Having secured several high-calibre partnerships across several industry verticals over the past 12 months, alongside several prestigious award wins, Enfuce is swiftly becoming the go-to partner for card issuance and embedded payments services in the B2B and B2C spaces.

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