Naming, branding, and launching a fintech app to 44 million impressions

Introduction

BankiFi builds technology for banks and financial institutions that makes small business banking genuinely better. They'd developed a new mobile app for SMEs — one that streamlines invoicing and enables instant payment, taking the friction out of getting paid. The product was ready. What it didn't have was a brand.

Problem

The app needed a name, an identity, and a launch campaign capable of cutting through one of the most crowded markets in tech. Fintech is saturated with lookalike apps, interchangeable blue logos, and promises that all sound the same. To drive real sign-ups through the Co-operative Bank's channels, the brand had to feel different, trustworthy, and instantly understandable to time-poor small business owners.

Approach

We built the brand from a blank page. That meant coining the name, creating a distinctive visual identity, and developing a positioning around the three things SME owners actually care about in a financial tool: simplicity, modernity, and trust. Every decision was tested against one question — would a busy small business owner understand it in three seconds?

Solution

The launch ran across out-of-home and digital channels, bringing the brand to market with immediate visibility and a single, clear message: invoicing made simple. Rather than leading with features, every asset led with the benefit and pointed to one action. The conversion path ran cleanly through the Co-op Bank's channels, so attention turned into sign-ups without friction.

Results

44 million impressions. A 22% sign-up rate that exceeded every initial KPI set for the launch.

Impact

Zero to launch in record time — a brand built from nothing that immediately outperformed every commercial target. Proof that brand and performance aren't a trade-off: get the brand right and the numbers follow.