When the idea of the company took shape back in 2015, founders Akshay Mehrotra and Ashish Goyal were clear on the brand’s ideology. The focus was exclusively the young professional and their financial needs as they traversed through the ups and downs of life. Staying true to that ethos, the brand developed a suite of FinTech-enabled solutions ranging from short-term cash loans and salary advances to long-term personal loans, and more recently Buy Now Pay Later (BNPL) facilities across Edtech, Healthtech, Shopping and Lifestyle.
Plugging a gap in the sector, and a wide one, the brand quickly became the largest consumer lending service provider. This spurred growth, and with it a rebranding with a refreshed look, identity and a name to tie it all together – Fibe.
Plugging a gap in the sector, and a wide one, the brand quickly became the largest consumer lending service provider. This spurred growth, and with it a rebranding with a refreshed look, identity and a name to tie it all together – Fibe.
Since names are powerful identifiers that carry deep meanings and connections, we chose to showcase our commitment to providing a superior customer experience to our now diverse consumer base with a new name. Fibe is a confluence of ‘Finance+vibe’ that captures our goal of offering financial solutions for every credit need of young aspirational Indians.
Fibe perfectly suits our intent – to provide a positive, hassle-free financing experience that consumers deserve when interacting with a modern FinTech. Our goal is to be the go-to financial ecosystem that combines approachability, delight, friendliness, understanding and professionalism, all in one relatable package.
Fibe perfectly suits our intent – to provide a positive, hassle-free financing experience that consumers deserve when interacting with a modern FinTech. Our goal is to be the go-to financial ecosystem that combines approachability, delight, friendliness, understanding and professionalism, all in one relatable package.
Refreshing our visual identity and voice is a move to better relate with the consumer of today and tomorrow. As the brand raised $110 million in series D funding, and forayed into the affordability segment with BNPL, it was time for an identity evolution. Noticing that the growing product line attracted consumers from far and wide, and across demographics, we thought it an opportune moment to adapt. As a result, Fibe took shape and is a proud testament to this accelerated growth vision.
Commenting on the rebranding, Mr. Akshay Mehrotra, Co-founder and CEO, Fibe said, “EarlySalary as a brand name worked well for us when we started with our Salary Advance business. Over the years, we have launched a suite of financial products ranging from Instant Cash Loans as well as BNPL facilities across Edtech, Healthcare and Consumer tech. Furthermore, we’ve also evolved to serve a more diverse customer base. Hence, the change in brand positioning was pertinent.”
He further added that, “Fibe will focus on multi-channel and multi-vertical customer acquisition. The new branding backed by technology is bound to create ease of access and thereby creating a frictionless experience for availing of financial services.”
We set our eyes on building connections with those who matter most – our consumers! Everything from a refreshed website to a more peppy and lively brand voice and a new logo that expresses our strategic pillars visually, this move was a complete overhaul. The key motivator here is simple – to communicate and act in a direct, effective and a relatable manner.
Far too often, communication and messaging surrounding finance is seen as overly complicated and jargon-heavy. Intimidating, confusing, effort-intensive, and unviable are how consumers view much of the finance world. We’re here to change that. Fibe aims to realign this perception by focusing on how approachable a modern FinTech can actually be at every stage in life.
As we continue to grow, the refreshed brand identity will keep us honest to our core beliefs. Consumers and investors will find the new brand identity reflective at every touchpoint, digital or physical.
Sharing his insights on the move, Mr. Ashish Goyal, Co-founder and CFO said, “The rebranding reflects our broader vision of growing our services and customer segment. EarlySalary as a brand name has built positively in the minds of our consumers and Fibe shall continue to resonate the same going forward. The new name aptly describes our ethos to provide services that create positive vibes.”
Fibe will continue to innovate for the ever-evolving consumer, staying approachable all through. The company has already disbursed nearly 2.8 million loans worth $1 billion, and that’s just the start. The next step for Fibe is to fortify its presence by achieving an AUM of $2.5 billion over the next 5 years. By furthering the product suite and expanding operations across verticals, Fibe is primed to service a wider segment of consumer personas across newer geolocations in tier III and tier IV cities.
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