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Enfuce unveils radical brand evolution to raise the bar on brand creativity and purpose in fintech

Image for Enfuce unveils radical brand evolution to raise the bar on brand creativity and purpose in fintech

  Global issuer processor pioneer Enfuce unveils new identity and logo, reflecting its power to make everyday life flow and solutions with happiness  built-in

●  Enfuce’s brand evolution highlights how its connective and collaborative partnership approach is helping visionary leaders to deliver transformational customer experiences

●  Enfuce’s award-winning APIs, exceptional technological delivery, people-first culture and inclusive workplace highlighted as key success factors

Helsinki, 5 June 2023: Card issuing and processing pioneer Enfuce is unveiling its brand evolution at Money20/20, the world’s premier fintech event, breaking the mould for fintech and payment companies with a unique, stand-out brand concept. With its ability to create unique customer use cases, easier payment flows, happier customers and stronger revenues, Enfuce wants to be known as the fintech “where happiness is built-in”. 

One of Europe’s fastest-scaling fintechs, demand for Enfuce’s award-winning modular issuer processor solutions is surging as banks, neobanks and non-financial companies embark on embedded payments-driven growth strategies, open new revenue streams, and look to create next-level payment experiences for their end users and customers now and into the future. Enfuce’s intention is to be the only strategic and collaborative issuer processor partner that visionary leaders need to drive transformative business growth and exceptional customer engagement. 

Enfuce’s brand evolution comes as the fintech industry stands on the threshold of momentous opportunities despite the uncertain economic climate which has impacted fintech funding over the last year. Enfuce continues to scale at pace amid unprecedented demand for its services, with a slew of partnerships added across the government, B2B and B2C sectors over the last 12 months, highlighting how its compliance strengths and agile tech stack are making it the trusted and reliable strategic partner for financial and non-financial entities alike.

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. 

To find out more about Enfuce, please visit

About Enfuce 

Enfuce is an award-winning, trusted, and strategic partner for transformative, secure, compliant and globally scalable issuer processor card solutions. Powering payment partnerships that reimagine customer connection and engagement, Enfuce brings together the brightest minds and the best technology to create modular, flexible and cloud-based payment processing capabilities. 

Founded in 2016, Enfuce is a global company with teams in Finland, Germany, Sweden and the UK. Enfuce has an Electronic Money Institution (EMI) license from the Finnish FSA. Being the first financial service provider in the world to be PCI-DSS certified while running its service in the public cloud, Enfuce’s enterprise-grade modular platform and core payments processing engine provide 99.99% uptime, global scalability and card scheme connectivity. Enfuce supports debit, credit, prepaid, gift, fleet and fuel card programmes in any form – plastic, virtual and/or tokenised – for consumer, commercial and B2B applications, including integration with digital wallets. 

Enfuce, a female-founded fintech, has raised a total of €62 million in several funding rounds – including one of the highest investment rounds raised by a female-led business. Enfuce has been awarded with recognitions like the Visa Fintech Fast Track programme, Mastercard Lighthouse Development Programme, the 2019 PayTech Award for Best Payments solution for Payment Systems in the Cloud, and the 2022 FF Award for Mobile Payments.