A new brand for a new era of data
Our mission is to empower businesses with data-driven personalisation.
As part of our aim to make data feel human and accessible, we have a renewed focus on technology, education and innovation.
Our new logo: ƒ for Finch not only reinforces our name but represents mathematics and statistics on dual fronts.
We’re excited to announce our rebrand, complete with a new look to welcome a new era of data. In this blog, we’ll be sharing some of the thinking behind our rebrand and how it serves as a reminder of our mission to empower businesses with data-driven personalisation.
Who we are today
FinchXP began as an internal enrichment solution in 2019 (powering Finch App) with the goal to better understand our customer’s financial behaviours. By combining new technology in Artificial Intelligence and Machine Learning (AIML) with our expertise in financial analysis, our data enrichment and analytics evolved into one of Australia’s most powerful categorisation and financial profiling tools. Today, we are proud to support some of the most widely used payments, personal finance and lending solutions in the country.
In the last three years, real-time access to financial data under Open Banking, coupled with advances in AIML and a thriving fintech ecosystem has opened up a new world of financial personalisation and opportunities. These changes have only reaffirmed the importance of our mission, and we are increasingly reminded that we are only scratching the surface of what’s possible.
Within a new world of possibilities, it is our aim to empower data-led product development that promotes financial responsibility and inclusion. As part of this mission, we have a renewed focus on technology, education and innovation.
- Technology: Our proprietary technology is continually evolving alongside the latest AIML advancements enabling us to see and solve problems ahead of the market. We anticipate that very soon, regardless of industry, financial data will become a valuable data source in understanding real-time consumer behaviour.
- Education: While data paves a clear path to personalisation, few organisations truly understand the power and potential of high quality data, or the consequences of low quality data. We plan to share content that helps companies embark on their data journey, when and how to approach the data challenge and developing data strategies that scale.
- Innovation: We will continue to support emerging fintechs develop new use cases for personalised, customer-first finance, especially those on the Open Banking journey. We hope to expand our partnership program to give early stage startups access to our market-leading data enrichment and analytics.
To celebrate our renewed focus we are ushering in our rebrand, complete with a new logo, brand colours and website.
Our new logo: ƒ for Finch
In order to provide our rebrand with clarity and a direction, we chose a core idea that represents our purpose: The italic ƒ.
In the context of mathematics, an italic ƒ is used to describe a function. i.e. a set of rules that when applied to an input (or variable) delivers an output. The ƒ is both a symbol for our company name (ƒinch) and our purpose: to take low-quality data inputs and turn them into actionable intelligence and reliable output.
Throughout our rebrand the italic ƒ becomes a core theme. Most notably, our new logo contains an icon which has the appearance of a bird or ‘Finch’ taking flight. The icon not only reinforces our name but represents mathematics and statistics on dual fronts, using negative space to form an ƒ shape and also creating the silhouette of an s-curve created using a sigmoid function.
The ƒ is both a symbol for our company name (ƒinch) and our purpose: to take low-quality data inputs and turn them into actionable intelligence and reliable output.
Our new brand colours
As part of our mission we want to make data feel human and accessible, by moving from numbers, reports and statistics to fluid and evolving insights that create beautiful experiences for each customer. To represent this in our rebrand we’ve chosen three primary brand colours, light blue, dark blue and pink.
The light blue is used in the logo icon to represent the endless possibilities in a new world of finance. Additionally, it connects to the idea of freedom, which is strengthened by the shape of a bird taking flight in the icon. The pink is also used in the logo icon and, as a more unconventional brand colour, symbolises our fresh take on the traditional data industry. These two colours are balanced by a dark blue, which represents trust and reliability, and the importance of balancing innovation with the safe handling of sensitive financial information.
Externalising our new look
To introduce our new look and feel to market we have launched a new website with refreshed illustrations, typography and iconography. Our website copy has also been updated to reflect our focus on creating financial solutions that place the customer at the centre of the experience.
Our social media and educational content will be characterised by bold lettering paired with simple imagery, to ensure our content is user-friendly and easily consumable in a fast-paced digital world.