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Finnish Happiness Values Embedded into Enfuce as it Unveils Brand Evolution

Card issuing and processing organisation, Enfuce, is unveiling its brand evolution at Money20/20, the world’s premier fintech event. This ‘new’ brand will have the ability to create unique customer use cases, easier payment flows, happier customers and stronger revenues.

Demand for Enfuce’s modular issuer processor solutions is surging as banks, neobanks and non-financial companies embark on embedded payments-driven growth strategies. This is in addition to opening new revenue streams, and creating good payment experiences for their end users and customers now and into the future. Enfuce intends to drive transformative business growth and exceptional customer engagement.

Enfuce’s brand evolution comes as the fintech industry stands on the threshold of momentous opportunities despite the uncertain economic climate which has impacted fintech funding over the last year. Enfuce continues to scale at pace amid unprecedented demand for its services.

Ensuring future success

It has added a slew of partnerships across the government, B2B and B2C sectors over the last 12 months. This highlights how its compliance strengths and agile tech stack are making it a trusted and reliable strategic partner for financial and non-financial entities alike.

Moving away from the corporate and functional branding of the fintech industry, Enfuce’s new identity and logo have been designed to communicate its ability to make customers feel valued and treated as partners. It aims to make everyday life flow with its innovative modular propositions.

Working with global independent B2B marketing agency, Transmission, Enfuce’s identity refresh follows a six-month development and consultation process involving its people, stakeholders and its clients. Overwhelming feedback highlighted that the keys to Enfuce’s success are listening to its clients’ needs. This was in addition to creating game-changing services that enhance their customers’ experiences. All with the power to effect transformative change for its clients and across wider society.

Finland’s happy reputation in fintech

Recognising the importance of linking its new brand to its customers’ situations, aspirations and emotions, Enfuce’s brand evolution also highlights how the processing powerhouse is bringing Finland’s reputation for happiness to fintech. The United Nations Sustainable Development Solutions Network released its annual World Happiness Report which rates well-being in countries around the world. For the sixth year in a row, in 2023 Finland was ranked at the very top.

Enfuce’s Finnish roots mean that since its inception, it has proactively infused the Nordic attributes of collaboration, reliability and trust within its team culture. But it didn’t stop there. It embedded these attributes into every aspect of its interactions with customers.

Happiness first

To bring the essence of happiness to life, a brand platform was developed with the power to add a spark of happiness across any and all channels. At its core, the brand evolution will truly cement the idea that working with Enfuce is the happiest experience customers could desire.

Through joy-infused imagery, soothing videos, an experiential event presence at Money20/20 Amsterdam, and even ASMR sound elements, a multi-sensory brand experience was delivered. The happy feeling is at the heart of Enfuce, in every element. From a playful but never silly tone of voice to a flowing personality-infused logo, every detail is carefully articulated to be the ultimate brand-differentiating package for a fresh-thinking organisation.

Led by co-founders and co-CEOs Monika Liikamaa and Denise Johansson, Enfuce offers an agile alternative to existing issuer processing platforms. Since its launch in 2016, Enfuce is now processing nearly €2billion transactions annually for more than 16 million active debit, credit and prepaid card users on its platform.

With its turnkey modular solutions, packaged BIN sponsoring, and all regulatory compliance taken care of, Enfuce is empowering fintechs to tap into new revenue opportunities and unlock innovative new ways to expand their customer bases. It does so by reimagining customer engagement through the addition of modular issuer processing solutions and other financial services to their value propositions.

Enfuce’s fully compliant and customisable tech stack, integrated APIs, dispute management, fraud management and second-line support enable its clients to offer a range of value-added services. These include exchange rate API, authorisation controls, and the ability for users to set and view PINs. Additionally, cards can also be integrated into users’ Apple Pay and Google Pay digital wallets.

What it means to Enfuce
Monika Liikamaa, co-founder and co-CEO of Enfuce
Monika Liikamaa, co-founder and co-CEO of Enfuce

Monika Liikamaa, co-founder and co-CEO of Enfuce, says: “Enfuce exists to relieve pain from payments globally and make life flow more easily, and our brand evolution underscores that renewed purpose. With our ability to create unique use cases, fewer complications and frustrations when trying to make purchases, we create happier customers and stronger revenues for our clients.

“Our new brand captures these moments of joy and serves as an ongoing promise to our customers thatEnfuce is truly where happiness is delivered. Our unwavering commitment to improving financial inclusion ensures that the solutions that we are putting out into the marketplace are beneficial, not only for businesses and consumers, but also wider society. That is very genuine and heartfelt in terms of where the business is coming from, and is a key element informing our rebranding.”

Denise Johansson, co-founder and co-CEO of Enfuce
Denise Johansson, co-founder and co-CEO of Enfuce

Denise Johansson, co-founder and co-CEO of Enfuce, says: “The timing simply felt right to evolve the Enfuce brand. Our growth and evolution as a business needed to be reflected in a tangible way. Enfuce is where happiness is built-in, and delivered to the world, one payment solution at a time and our brand needed to reflect that. When businesses work with us, they can be confident of getting the very best strategic expertise, compliance strengths, and unmatched levels of customer support. That is at the heart of everything we do, and is the core of our new identity and brand purpose.”

What it means to a partner

Andrew O’Sullivan, EMEA creative director of Transmission says: “It’s one thing to say you want to differentiate as a brand. But to commit to brave thinking and then execute on it is what we all as marketers should be seeing as best practice. Enfuce has allowed us to push them, and the work we are creating together is a great example of why allowing for creativity and pushing boundaries pays off.”

The brand evolution announcement is the latest milestone in Enfuce’s successful growth journey, following its €45million in Series C funding.


  • Francis is a journalist and our lead LatAm correspondent, with a BA in Classical Civilization, he has a specialist interest in North and South America.

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