Entercash
Clarifying a disruptive fintech proposition to support rapid scale and acquisition
outline
primary challenge
In 2017 we were approached by Swedish bank payment provocateurs Entercash. They needed help in formulating their story, and once found, use it as a foundation to build a totally new brand identity.
Entercash had developed a highly capable direct bank payment technology operating across multiple European markets. While the product was technically strong, the company lacked a clear brand narrative, positioning, and go-to-market story that could resonate with both banks and merchants, limiting visibility, adoption, and strategic momentum.
They needed to translate a complex technical solution into a compelling, credible proposition that would support rapid growth and long-term commercial outcomes.
our role
Primary Pillar: Brand Strategy
Supporting Services:
- Creative and Storytelling
- Visual Identity
- Experience Strategy, UX and Interface Design
- Content creation (digital, print, AV, photography)
Engagement: 12 months
background
Entercash enabled consumers with European bank accounts to pay merchants directly, without third-party payment providers, redirects, or card networks. Payments were instant, secure, and scalable across 18 European countries.
Despite the strength of the underlying technology, Entercash struggled to clearly articulate what made their solution different, and why it mattered in a crowded and complex payments landscape dominated by global incumbents.
challenge
The challenge was not product-market fit – it was market understanding and perception.
Entercash needed to:
- Distil a technically complex offering into a simple, credible value proposition
- Speak effectively to two distinct audiences: banks and merchants
- Establish a brand capable of competing with, and being taken seriously alongside major European payment providers
- Create consistency across product, marketing, sales, and investor touchpoints
Without this clarity, growth would remain fragmented and the broader commercial opportunity unrealised.
solution
Brand strategy
The engagement began with a series of cross-functional workshops involving product, sales, and marketing teams. The goal was to move beyond technical language and uncover the core problem Entercash was solving from a customer and market perspective.
Through this process, the positioning became clear: Entercash’s value lay in making direct bank payments simple, seamless, and scalable across Europe.
This insight led to a clear positioning statement that worked across audiences and markets, providing a foundation for brand, messaging, and experience design.
We also worked with leadership to define brand values and articulate the company’s ambition – repositioning Entercash from a capable fintech development house into a credible European payments disruptor.
Creative & Storytelling
With the strategy defined, a new brand identity and narrative were developed to support Entercash’s ambition and market presence.
The existing logotype was retained, but all other brand elements were reimagined to reflect clarity, scale, and trust. This new identity was consistently applied across all customer touchpoints: from website and sales materials to product demos, presentations, and event assets.
Thought leadership played a key role in establishing credibility. Market-level insights were translated into clear visual tools that demonstrated Entercash’s understanding of payment behaviours across the 18 European markets it operated in.
experience strategy, ux and interface design
The website became a central strategic asset, clearly articulating the Entercash proposition, demonstrating market traction, and supporting merchant acquisition.
Information architecture and content were designed to serve multiple audiences, while product flows and interface language were simplified to improve usability and consistency.
For industry events, including ICE 2018 in London, the brand was brought to life through a high-impact trade show presence, designed to reinforce Entercash’s credibility and ambition at scale.
outcome
Over the course of the engagement, Entercash achieved significant commercial momentum. Adoption expanded rapidly across Europe, with thousands of banks integrated into the platform.
Within 12 months of the engagement, Entercash was acquired by Swedish payments company Trustly, validating the strength of both the underlying technology and the clarity of its market positioning.
