Razer Fintech rebrands to Fiuu, unveils new brand identity

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Razer Fintech, the financial technology arm of Razer Inc, together with its B2B payments unit, Razer Merchant Services (RMS) has rebranded to Fiuu.

The strategic move reflects the company's commitment to providing innovative payment solutions to merchants worldwide and to become a leading force in the future of digital payments.

As part of the rebrand, Fiuu has unveiled a new name, logo and identity.

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The new brand identity reflects a playful and youthful spirit, symbolising agility and dedication to growth. While the new brand colours evoke a sense of speed and dynamism further emphasising the brand's commitment to staying ahead of the curve, said the release.

The name itself starting with “F”, reinforces focus on Fintech innovation. According to the brand, the cohesive brand identity signifies Fiuu’s evolution and readiness to embrace the challenges and opportunities of the future, it added.

Fiuu’s brand motto, ‘Powering future payments’, also encapsulates the company’s goal of providing technologically advanced solutions and reflects the dedication to fostering trust and reliability in every transaction.

Moving forward, Fiuu will operate as a standalone subsidiary of Razer Inc.

In addition, former Razer Fintech CEO Lee Li Meng will pass the helm to Eng Sheng Guan to become Fiuu's new CEO. Lee will now take on a new role as Fiuu's executive chairman.

Eng has more than 25 years in the payments industry, and his appointment heralds a new chapter of growth and innovation for the company, said the release.

"Our rebrand goes beyond just a name change; it embodies our vision to power future payments. We strive to create seamless and empowering payment experiences that propel commerce into a new era. With Southeast Asia’s digital economy booming and projected revenue set to hit US$295 billion by 2025, our commitment to innovative payment solutions gains even greater significance.” said Lee.

“This rebranding exercise marks a significant milestone for the company which has grown significantly over the past few years and it allows the fintech business to continue its path independently from the Razer brand, which is gaming focused."

The rebranding of Razer Fintech to Fiuu comes after the gaming firm picks a new global PR director. Earlier this February, Razer Inc named Nikhil Kharoo as its new global public relations director, according to a LinkedIn update by Kharoo.

"It is time to start something new and exciting," Kharoo wrote in a post. "I am happy to be leading the global public relations teams and efforts as global PR director at Razer," he continued.

MARKETING-INTERACTIVE understands that Kharoo's remit includes global PR efforts across the US, Europe and the Asia Pacific region. Kharoo joins the company from Google where he was its head of PR, partnerships and health solutions marketing, a role he held from 2021 to 2023.

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