DiviPay unveils bold new brand to reflect strategic trajectory via M&C Saatchi Group’s Re

One of Australia’s leading spend management platforms DiviPay, has today announced that it will operate under a new brand identity and name, ‘Weel’ which has been developed by renowned creative agency Re – part of the M&C Saatchi Group.

Weel is the financial tool helping small to midsize companies streamline spending and create a culture of trust through collective accountability.

The modernised brand and revitalised purpose deserved a fresh new look and feel, reinforcing Weel’s rapidly growing business and international expansion plans. Collaborating with Re and the creative minds behind Optus and CommBank – the rebrand includes an entirely new visual identity and direction, reflecting the importance of building a brand with purpose.

The rebrand comes at a momentous time for Weel as it saw its client base grow by 200% in the last year alone, bucking the fintech bubble burst that’s brought many Australian fintechs to their knees. The new identity marks the genesis of Weel’s international expansion as it looks to support more businesses in the mid-market category, particularly as they contend with uncertain business conditions.

At a time when many organisations are counting every cent and cutting costs, Weel’s redefined purpose addresses the misconception about managing money, taking the onus off finance teams alone. The platform repositions finance teams in collaboration with the rest of a company’s employees, rather than the culture police to avoid. Through issuing virtual company cards, managing subscription payments, setting limits and smart automated controls, finance teams have comprehensive visibility of spending with real-time tracking, and employees are held to collective accountability while also feeling empowered, supported and trusted.