Because investments are tied to human emotions and therefore our behaviour, we make poor judgment calls when it comes to our money. With the experience and expertise of traditional investing, plus exclusive proprietary technology to address this problem – at a lower cost and with better results – a new fintech company simply needed a new brand name and identity.

We looked through a range of brand name possibilities, and SmartBe helped get their platform across – an unbiased AI, with a message that feels human: be smart with your finances. The brand identity was then developed to further support this twofold AI/human approach. The logo’s symbol reflects a sine wave pattern – the AI, never seen but always at work – and the supportive brand imagery uses custom illustrations to communicate a hands-on, human approach and understanding.

With a unique and stand-out brand amongst its competitors, SmartBe launched its first ETF on the NEO Exchange at a record-breaking high.