valU announces strategic rebranding
Updated 8/23/2023 8:29:00 AM
Arab Finance: valU, the consumer financing solutions arm of EFG Holding, announced a strategic rebranding, signaling a significant transformation in its brand design, according to an emailed press release on August 22nd.
valU has evolved from just a Buy-Now, Pay-Later (BNPL) platform to a universal financial technology powerhouse with a full range of financial products.
valU's logo, application, and overall visual identity have been revamped to better represent the company under the new brand identity.
The company's key values of accountability, innovation, putting people first, and agility are embodied in the new brand identity.
Also, an expanded range of services and solutions are now available through the updated application.
valU also rebranded its Paynas to valU Business, and it will offer its BNPL services via the brand of U.
The newly optimized brands to perform under valU also include Akeed, Invest, and Flip, formerly known as ToU.
“One of the key drivers behind our strategic rebranding is our unwavering focus on client centricity. We developed our offerings to provide clients with everything they need through one platform. Our expanded suite of fully digitalized products and services will empower individuals and businesses and foster financial inclusion,” CEO of valU Walid Hassouna said.
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