The Quarterly Review: How Wise's Scott Viohl is making international payments cool through humor and bold marketing - Tearsheet

"Notes from the desk: Welcome to this month's Quarterly Review, a series where I dive into what executives from some of the best brands in financial services are focusing on in this quarter, as well as how they are planning to achieve their goals. It's a chance for the industry to learn about what goes on behind an FI's four walls and how leadership manages their priorities. But that's not all: a review implies no mandates, a check in. So stay tuned next quarter to learn whether the executive achieves his plans and translates theory into reality."

"Not too long ago, Wise rebranded, and although the brand was already pushing the envelope in payments pre-rebrand, the change reinvigorated the firm's image and style: it made payments - and by extension, Wise - look cool. This week's edition shows how the brand is bringing the same electricity to its growing marketing efforts in the US by drawing upon successes in Canada. The focus: Amplifying awareness, expansion, and engagement through a marketing push in the US"

"Viohl: This quarter marks a pivotal moment for Wise's brand presence in North America. After 14 years of building international payments infrastructure, we're now focused on ensuring that millions of Americans and Canadians know that there's a smarter way to send money abroad than the outdated, expensive methods they're currently using. Our focus centers on three key priorities:"

Quarterly Review profiles executive priorities at leading financial services brands each quarter and later checks whether planned initiatives translate into execution. Wise completed a rebrand that revitalized its image and made international payments feel modern and appealing. The company is deploying that refreshed brand energy to expand marketing efforts in the United States, drawing on successes in Canada. Current priorities focus on amplifying awareness, driving geographic expansion, and increasing customer engagement. Wise emphasizes cost-effective, smarter alternatives to traditional cross-border payment methods and aims to make millions of Americans and Canadians aware of those options after 14 years building international payments infrastructure.

Read at Tearsheet