MoneyHero
Hong Kong’s Largest Personal Finance Platform
Celebrates Eighth Anniversary with Brand Refresh
MoneyHero has unveiled a new brand identity with a tagline and logo to reflect their evolution and affirm their mission.
HONG KONG, DECEMBER 02 2021 – MoneyHero, Hong Kong's largest and most visited digital personal finance platform, has unveiled a new brand identity to commemorate the company's eighth anniversary. The brand refresh follows a year of growth despite the challenges and uncertainties surrounding COVID-19 and reflects MoneyHero's expanded vision of being the preferred personal finance platform that Hong Kong consumers rely on to make smarter financial decisions.
Managing growth through the pandemic
MoneyHero, like the ever-changing financial landscape, has never stood still. The uncertainty brought by the pandemic has permanently transformed the way Hong Kong consumers approach matters of personal finance. They have become more cautious with their finances and are proactively looking for ways to get the most out of their money.
This change is reflected in MoneyHero’s website traffic over the past 15 months. Website visits to MoneyHero's series of articles about financial management during COVID-19 recorded a remarkable rise of 955.8% by Q3 2020. Most users were seeking to understand the government Anti-pandemic Fund and policies, as well as, unemployment funding. Uncertainty about sources of income also affected those who are employed as unpaid wages is the fourth most visited COVID-19 topic on the website. The sharp rise of securities and banking accounts applications with overseas money management services is another critical shift that MoneyHero has noticed. Among the website visitors who made a financial decision while visiting MoneyHero’s emigration-related articles, 90% of them applied for overseas securities accounts or overseas banking accounts.
Finally, the rise of virtual banks and other fintech is also expected to transform consumer behaviours and attitudes further. Year on year, traffic and the number of applications attributed to virtual bank content increased by over 240% and 1000% respectively.
As consumers try to keep up with these changes, so does MoneyHero, expanding its business and bringing more comprehensive solutions to the market. MoneyHero has grown from the first-mover start-up that offered simple product comparisons and blog articles to the city's most prominent personal finance platform, empowering users to make informed financial decisions. The refreshed brand identity reflects this evolution and affirms the company's commitment to connecting Hong Kong consumers to a better financial future.
"Launching a refreshed brand identity is an exciting moment as it represents the gradual transformation of MoneyHero over the years. Our mission remains the same, but our vision has broadened to include becoming the personal finance companion that Hong Kong consumers can rely on and get rewarded for making wise financial choices," Shravan Thakur, Country Manager, MoneyHero, explained. "The pandemic has reshaped the global financial management environment, and MoneyHero is striving to stay on top of the latest financial trends to provide consumers with the most timely solutions. Now is the right time to renew the brand with a dynamic yet contemporary brand identity."
The new tagline and logo
The brand refresh starts with a new tagline: "Financial confidence at your fingertips." It reflects MoneyHero's mission of empowering Hong Kong consumers to a better financial future by giving them more clarity and control over their financial decisions.
The contemporary design of the updated logo reflects the company's mission and personality. The "plus" sign embedded symbolises their promise to assist users in achieving more through sound financial practices. The italicised font style signifies a forward movement, emphasizing an innovative brand personality that aspires towards continual progress.
The updated logo also introduces a new set of brand colours, with sapphire blue and honey yellow being the primary hues. These colours exemplify MoneyHero's genuine and trusted yet approachable and practical personality. "MoneyHero has been the market-leading personal finance platform since its inception in 2013. It has been exciting to witness how the platform has changed through time, empowering more consumers in Hong Kong to make better financial decisions. The new brand identity not only reinforces MoneyHero's promise and offerings to the Hong Kong community but also better reflects the vital role of MoneyHero in Hong Kong consumers' financial journey," said Susie Vazquez, Chief Marketing Officer at Hyphen Group. "Furthermore, what makes MoneyHero special and prominent in Hong Kong is its relentless focus on the consumer. We don't compromise on key aspects like first-class data security standards or providing attentive customer service."
At MoneyHero, user-first is their core principle alongside five brand values: secure, impartial, transparent, simple, and accurate. Focusing on what matters most, the company has built a user-first culture that prioritises and emphasises user experience and advantages, providing them with the finest possible service. MoneyHero ensures their trained support staff is readily accessible to assist users across all channels. They also incorporate robust data security standards and practices to assure all users' data safety and security.
A milestone to celebrate
The brand refresh coincides with another important milestone: its eighth anniversary in Hong Kong. #AlwaysMore, the theme of the celebration campaign, echoes the inspiration behind the updated logo that is to always achieve more with MoneyHero. The campaign features a diverse range of financial products and a mega lucky draw with 280 prizes.
About MoneyHero
MoneyHero is Hong Kong's largest and most popular digital personal finance platform, on a mission to empower and connect Hongkongers to better financial futures. We realise this mission by giving Hongkongers more clarity, control, and confidence over their financial decisions through comprehensive comparison, insightful content, exclusive rewards, and personalised solutions to find and apply for the right personal finance product.
Launched in 2013, we are part of Hyphen Group, a leading fintech company operating in 6 markets, including HongKong, Malaysia, the Philippines, Singapore, Taiwan, and Thailand.