Wise has been awarded Financial Marketer’s February Campaign of the Month, recognising 15 years of its defining brand platform ‘Money without borders’.
What began as a challenger idea in 2011 has become one of the most consistent and credible propositions in global finance. Rather than reinventing itself, Wise has doubled down on the same promise it has held for a decade and a half, ‘transparent, fair and borderless money for people and businesses everywhere’.
The latest brand work, shared across global and local channels, celebrates that longevity. It reinforces Wise’s role as financial infrastructure for a world where people live, work and do business across borders, and where trust is earned through repetition, not reinvention.
Why it matters
Wise now serves more than 15 million customers worldwide, helping individuals and businesses move money internationally at the real exchange rate with low, transparent fees.
In an industry where many fintech brands chase novelty, Wise has chosen endurance. The campaign positions money without borders not as a slogan, but as a proven system that has scaled globally over 15 years.
The work also reflects a broader shift in financial marketing, as categories mature, the strongest brands move from disruption to dependability, using brand platforms to reinforce trust at scale.
Wise CMO Cian Weeresinghe said the anniversary is less about looking back and more about reaffirming purpose;
“ Money without borders has always been about fairness and transparency. Fifteen years on, the problem hasn’t gone away. People and businesses still lose billions to hidden fees and friction. Our job is to keep solving that, clearly and consistently, wherever our customers are in the world.”
Justin Buckwell, GM and Creative Director at The Dubs Agency, says Wise’s longevity sets it apart;
“ Very few financial brands can credibly say they’ve held the same promise for 15 years and made it stronger over time. Wise shows that brand platforms, when they’re rooted in a real problem, compound in value. Money without borders isn’t just positioning. It’s proof that consistency is one of the most powerful creative strategies in finance.”
Why it won
The Financial Marketer panel selected Wise for February because the work:
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celebrates long-term brand discipline in a fast-moving category
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demonstrates how trust is built through repetition, not reinvention
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connects global scale with everyday financial reality
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shows how fintech brands mature without losing their edge
Wise’s 15-year commitment to ‘Money without borders’ is a reminder that the strongest financial marketing ideas are the ones that last.
Congrats to Cian Weeresinghe, Lucas Bergmans, Iona Carter, Ruth Chadwick, Charlie De Grussa and the whole Wise team, here’s to the next 15 years 😉
