EFG Holding’s valU has rebranded marking a pivotal shift in its brand architecture, as the company has evolved into a universal financial technology firm with a comprehensive suite of financial solutions beyond a buy-now, pay-later (BNPL) platform.
The rebranding is a key milestone in valU’s growth and transformation journey, which underscores the company’s commitment to serving its customer base better while expanding its reach.
“As the fintech industry evolves rapidly, valU recognises the importance of adapting to meet clients’ changing needs and demands,” the company said in a statement.
valU has consistently been at the forefront of innovation and a game-changer in the fintech ecosystem since its inception as the first BNPL platform in the MENA region. The new visual identity reflects the financial technology firm’s dedication to innovation and efficiency in serving a broader range of clients across various sectors.
“valU today is no longer a consumer finance company; we now offer an instant cash redemption program, savings solutions, investment products, business-to-business (B2B) services platform and more,” said Walid Hassouna, CEO of valU, adding that it was about time for the company to undergo restructuring to reflect the breadth and depth of its brand portfolio.
With the new brand identity, valU has refreshed its logo, application, and overall visual identity to represent the company in a more modern and dynamic way. The new brand identity embodies the company’s core values of responsibility, innovation, prioritising people and agility, while the revamped application offers an expanded range of services and solutions.
The mobile app’s new design highlights valU’s enhanced capabilities and investments in cutting-edge technologies through its ongoing commitment to innovation and to providing clients with unparalleled access to financial solutions.
The new structure of the brands under the umbrella of valU includes U – BNPL platform; Business – a B2B services platform; Akeed –a save-to-buy platform; Flip – which allows customers to send and receive funds; and invest – an investment platform that allows customers to make strategic investments in various funds, including AZ valU Fund and EFG Hermes ONE.
