Malaysia – Razer Inc.’s fintech arm, Razer Fintech, and its B2B payments unit, Razer Merchant Services (RMS), announced it has rebranded as Fiuu as the company aims to power future payments of merchants worldwide.
The company’s dynamic rebranding includes a new single name, logo, and identity as Fiuu. This new identity underscores the brand’s commitment to their goal of providing innovative payment solutions to merchants worldwide.
Fiuu introduces a vibrant identity that reflects a playful and youthful spirit, symbolising agility and the brand’s dedication to growth. This cohesive brand image symbolises the company’s growth and preparedness to tackle future challenges and opportunities.
Additionally, Fiuu’s brand motto, ‘Powering Future Payments’, also encapsulates the company’s aim of providing cutting-edge solutions and reflects the dedication to fostering trust and reliability in every transaction.
Fiuu will operate as a standalone subsidiary of Razer Inc. moving forward, with the aim of empowering both businesses and individuals with their evolving payment needs.
With a user-centric approach and a focus on advanced, cutting-edge technology, the brand remains dedicated to delivering a seamless and intuitive payment experience that elevates the way transactions are conducted. Fiuu will also work to ensure that their offerings stay at the forefront of the digital payment landscape, staying true to their commitment to innovation and security.
As part of the rebranding, the company will also have leadership changes. Eng Sheng Guan becomes the new chief executive officer, taking over from Lee Li Meng, who will now become the executive chairman of Fiuu.
Under Lee’s guidance, Fiuu has undergone remarkable expansion, witnessing a doubling of revenues over the last four years and achieving profitability in its operations.
Now taking over Lee, Eng brings with him an extensive experience of more than 25 years in the payments industry and leadership. His vision and dedication align with Fiuu’s commitment to delivering top-notch solutions and services, heralding a new chapter of growth and innovation for the company.
Speaking on the rebranding, Lee said, “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.”
Meanwhile, on the appointment, he added, “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. I am proud of the achievements of the team, and I trust Sheng Guan will be able to take the company to greater heights with the continued support of our merchants and scheme partners.”
