At PayU, we have worked diligently to develop a brand that resonates with both our merchants and consumers. Here are some of the ways we used to achieve this.
Firstly, we have developed a messaging strategy that emphasizes our core values and our dedication to providing a seamless and secure global payment experience to customers and merchants. While the payment ecosystem is complex and the offering is large, the continuous task is to categorize, simplify, and develop a jargon-free product catalog and other marketing materials. We push ourselves to use messaging that speaks to the needs of each market in which we operate while maintaining a consistent brand voice.
In addition, we make continuous efforts to establish ourselves as thought leaders in the payments industry in several ways, for example:
- Publishing whitepapers with exclusive insights (i.e., Cross-Border eCommerce: What Consumers Want, The LatAm report),
- Attending, sponsoring, and speaking at leading industry events (i.e., MPE Berlin, Money 2020, Tel Aviv FinTech Week)
- Providing insightful commentaries and interviews to the media. With more than 80 coverage pieces published in 2022-2023, we’ve contributed to building credibility and establishing ourselves as experts in the FinTech industry.
- Receiving external recognition from two notable organizations through the acquisition of awards (MPE Awards’ Best Cross-Border Payment Solutions 2022 and GBM awards’ Most Innovative Payment Service Solution).
Furthermore, our local presence in more than 18 high-growth markets enables us to develop strong relationships with consumers and merchants in each market. This allows us to tailor our services to the unique needs of each market, building trust and credibility. This is the essence of our slogan, “Local expertise at a global scale.” This is particularly important in the payment ecosystem, where payment systems are essentially national.
Lastly, we are constantly making significant investments in innovation, developing new technologies and services that make the payment experience for consumers and merchants faster, more secure, and more convenient. Communicating those new developments is helping us establish ourselves as industry technology innovators and reinforce our dedication to providing the best payment experience possible.