LemFi has launched a new global brand platform, Ambition has no passport, as the financial services company expands beyond international money transfers into savings, credit and mobile connectivity.
The rebrand accompanies a redesigned app that brings the company’s services together in one platform, reflecting its ambition to support customers building financial lives across multiple countries.
LemFi serves more than two million customers, facilitating transfers to more than 30 countries and processing over $2bn in monthly transaction volume.
The new brand positioning focuses on the experiences of people living and working across borders, particularly those whose financial histories and opportunities do not always transfer when they move countries.
The company said its expansion addresses the limitations of financial services designed around customers living and managing their finances in a single market.
Ridwan Olalere, co-founder and chief executive of LemFi, said the business had evolved beyond its original focus on international payments to address the wider financial needs of its customers.
The new identity will span LemFi’s app, website, marketing and social media channels across its global markets.
Isabel Ron-Pedrique, vice-president of design and brand at LemFi, said the positioning reflected the ambitions of customers building careers, businesses and families across borders.