Razer Fintech, the financial technology arm of Razer Inc., together with its B2B payments unit, Razer Merchant Services (RMS), announced a dynamic rebranding initiative today. The company unveils a new single name, logo, and identity as Fiuu, signifying its ambitious plans to become a leading force in the future of digital payments. Fiuu, set to operate as a standalone subsidiary of Razer Inc. moving forward, aims to empower both the businesses and individuals by their evolving payment needs. This strategic move reflects the company’s commitment to providing innovative payment solutions to merchants worldwide.

A part of this rebranding exercise, Lee Li Meng will be passing the helm to Eng Sheng Guan as Chief Executive Officer and will take on a new role as Executive Chairman of Fiuu, effective 1 March 2024. With Mr Eng’s extensive experience of more than 25 years in the payments industry and proven leadership, his appointment heralds a new chapter of growth and innovation for the company. Sheng Guan’s vision and dedication align with Fiuu’s commitment and delivering top-notch solutions and services. With his guidance, Fiuu aims to reach new heights in the fintech industry.

“Our rebrand goes beyond just a name change; it embodies our vision to Power Future Payments. We strive to create seamless and empowering payment experiences that propel commerce into a new era. With Southeast Asia’s digital economy booming and projected revenue set to hit US$295 billion by 2025, our commitment to innovative payment solutions gains even greater significance.” said Mr Lee. “This rebranding exercise marks a significant milestone for the company which has grown significantly over the past few years and it allows the fintech business to continue its path independently from the Razer brand, which is gaming focused. I am proud of the achievements of the team, and I trust Sheng Guan will be able to take the company to greater heights with the continued support of our merchants and scheme partners.”

From Fintech Pioneer to Global Reach

Since its inception, Razer Fintech has established itself as a leading force in the digital payments industry in Southeast Asia, pioneering many new initiatives with the support of key merchants and scheme partners as we saw the industry evolve rapidly especially with the acceleration of digital payment needs as a result of the Covid pandemic in 2020. As Fiuu, the brand remains committed to innovation and security, ensuring its offerings stay at the forefront of digital payments landscape. With a user-centric approach and focus on advanced cutting-edge technology, Fiuu aims to deliver a seamless and intuitive payment experience that elevates the way transactions are conducted. Under Mr Lee’s leadership, Fiuu has experienced exceptional growth, with revenues doubling over the past four years and is now operating at a profitable level.

Fiuu’s vibrant new brand identity reflects a playful and youthful spirit, symbolizing agility and dedication to growth. The new brand colors evoke a sense of speed and dynamism further emphasizing their commitment to staying ahead of the curve. The name itself starting with “F”, reinforces focus on Fintech innovation. This cohesive brand identity signifies Fiuu’s evolution and readiness to embrace the challenges and opportunities of the future. Fiuu’s brand motto, ‘Powering Future Payments’, encapsulates the company’s goal of providing technologically advanced solutions and reflects the dedication to fostering trust and reliability in every transaction. By anticipating future trends and leveraging the latest advancements, Fiuu ensures its solutions meet the evolving needs of businesses and individuals in today’s fast-paced world.

The rebranding of Fiuu represents a forward-thinking approach, which aims to revolutionize the way transactions are conducted, making every interaction with its solution an opportunity to elevate the payment experience.

As Fiuu moves forward, partners and customers can expect new updates in the payment interface, logo updates, and a host of enhancements aimed at elevating the user experience. Fiuu remains committed to championing positive change in the fintech industry and ensuring it remains synonymous with innovation and reliability in the digital payments space.