Brand strategy and positioning that turned a fintech startup into a market contender.
[Client]
CreatePay
[SECTOR]
Fintech
[Services]
Brand
CreatePay is a UK-based payments platform helping businesses collect, manage, and move money more efficiently.
Entering a crowded fintech market, the product was strong but an identity was needed to inspire trust, clarity, and confidence from day one.
Mondevo partnered with CreatePay ahead of launch to build a brand that would position them as a credible market leader from the outset.
The Challenge
CreatePay had a problem most fintech startups face: a strong product entering a crowded market dominated by established players and brands that all look the same.
Without an existing reputation, they needed a brand that could do serious heavy lifting from day one. It had to communicate value clearly, earn trust quickly, and signal scale and credibility despite being completely new to market.
In fintech, if you don't look like you belong, you don't get considered. Simple as that.
The Strategy
We approached CreatePay as a growth brand, not just a payments product.
Strategic Positioning
Defined a clear, confident brand position designed to compete with established fintech players rather than positioning as "just another challenger."
Brand Messaging
Developed messaging that simplified complex functionality without dumbing down the business or underselling the technology.
Visual & Verbal Identity
Created a scalable identity system that could support launch, rapid growth, and future product expansion without needing constant reinvention.
Launch Execution
Ensured every touchpoint—from website to pitch decks to sales materials—communicated authority, clarity, and forward momentum.
The Outcome
CreatePay launched with a brand that immediately felt established, credible, and confident.
The business rapidly gained traction, growing to 10,000 plus customers, processing more than £140m in monthly transactions, and scaling its team at pace. The brand now supports ongoing growth, partnerships, and customer acquisition, positioning CreatePay as a serious player in the fintech space.
"As a start-up, we needed an identity that spoke volumes.
Mondevo delivered. The brand now positions us as the big player we wanted to become."
Martin Cruse
CreatePay
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What This Means for Fintech Brands
In fintech, perception equals trust. A strong product isn't enough. Your brand must signal credibility, scale, and leadership immediately.
Strategic branding accelerates adoption and shortens the trust gap for new entrants. Get it right, and you're competing with established players from day one. Get it wrong, and you're fighting an uphill battle regardless of how good your product is.
CreatePay In The News
Milton Keynes fintech reaches £1 million funding milestone for UK businesses →
CreatePay’s 2025: A Year of Growth, Impact & Big Steps Forward →
