Naming

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Positioning

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Proposition design

'Borderless' payments - a new way to take recurring payments

Naming an industry-first recurring payments product, launched by two fintech powerhouses to a global audience.

Context

GoCardless, a market leading recurring payment provider, were on the cusp of launching the worlds first ‘global network’ for recurring payments - a realisation of their vision and landmark milestone in their journey.

We were tasked with identifying a suitable name for the network that resonated with a global audience, and creating the supporting messaging around the proposition to differentiate it from the competition in the international payments market.

"Borderless"

We coined the word ‘Borderless’ to embody the global evolution of the brand. The term ‘Borderless Payments’ tapped into emerging language in the payments market, including language used by TransferWise, a key partner in the launch of the global network.


Bold and emotive, the phrase shone a spotlight on the problems with international payments and gave prospect customers the narrative to ask questions of their current payment solutions. In addition to naming and messaging we created the sales enablement material and campaign brief to take this compelling proposition to market.

Impact

  • ‘Borderless payments’ was launched at Web Summit 2019 and covered extensively by international press
  • The proposition created the blueprint for launching new products and services to market
  • We proudly continue to support GoCardless with product marketing and launch activities for their exciting roadmap