Fiuu unveils a new identity, underscoring the brand’s commitment to Powering Future Payments

Razer Fintech, the financial technology arm of Razer Inc., along with its B2B payments unit, Razer Merchant Services (RMS), has announced a significant rebranding initiative. The company is introducing a new single name, logo, and identity: Fiuu.

This rebranding signifies its ambitious plans to become a leading force in the future of digital payments. Fiuu, operating as a standalone subsidiary of Razer Inc., aims to empower both businesses and individuals with innovative payment solutions, reflecting its commitment to providing cutting-edge payment solutions to merchants worldwide.

As part of this rebranding, Lee Li Meng will transition to the role of Executive Chairman, with Eng Sheng Guan taking over as Chief Executive Officer, effective March 1, 2024. With more than 25 years of experience in the payments industry, Eng Sheng Guan’s appointment marks a new chapter of growth and innovation for Fiuu. His vision aligns with Fiuu’s commitment to delivering top-notch solutions and services, aiming to reach new heights in the fintech industry.

“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.” said Mr Lee.

“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.”

From Fintech Pioneer to Global Reach

Formerly known as Razer Fintech, Fiuu has established itself as a leading force in the digital payments industry in Southeast Asia. Pioneering many new initiatives, the brand remains committed to innovation and security, ensuring its offerings stay at the forefront of the digital payments landscape. Under Mr Lee’s leadership, Fiuu has experienced exceptional growth, with revenues doubling over the past four years, now operating at a profitable level.

Fiuu says its vibrant new brand identity reflects a playful and youthful spirit, symbolizing agility and dedication to growth. The new brand colours evoke a sense of speed and dynamism, emphasizing the company’s commitment to staying ahead of the curve. The name itself, starting with “F,” reinforces the focus on Fintech innovation. This cohesive brand identity signifies Fiuu’s evolution and readiness to embrace the challenges and opportunities of the future.