Client
Duration
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Design
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Branding
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Developement
A brand built to grow
Rebranding a fast-moving SaaS platform with a stronger identity, sharper visuals, and a high-performing website designed to convert leads into loyal customers.
About the project
When we joined Yabx, the team called the state of its brand "Stage 0.5" — a globally ambitious B2B2C lending-as-a-service business with extraordinary technology and no recognisable presence in any of the markets it served.
The product was already world-class. Yabx had built a Loan Management and Origination platform that used AI/ML to credit-score borrowers with no formal credit history — generating personalized credit limits in seconds through 1,000+ alternate-data feature sets. The platform was live with banks and telecoms across Africa, Asia, and Latin America.
But the brand was nowhere. The audience was wrong, the website said nothing, the awards shelf was empty. A category leader on the product side. Invisible on every side that mattered.
Yabx had built the engine. We were brought in to give it a voice.
The method
Four moves, all aimed at the same buyer.
Yabx didn't need a campaign. It needed a category position competitors couldn't claim, the stages where target buyers were already sitting, content IP nobody else owned, and an audience of CEOs — not strangers. Every competitor talked financial inclusion. Yabx had built something different — an intent model with measurably low NPAs. The differentiation was in the product. We claimed it before anyone else did.
/Campaign 01
Built a position no one else could claim.
Every competitor talked financial inclusion. We claimed responsible financial inclusion — because Yabx's intent model had already proved that giving credit and protecting borrowers wasn't a contradiction. From a one-page site to a complete brand expression in six months.
/Campaign 02
Turned the product story into a publishable one.
Three pillars — Precision, Progress, Possibility — that gave clients a way to talk about Yabx's impact in their own decks, boardrooms, and audits. Precision: how accurately Yabx credit-scores using alternate data. Progress: how borrower outcomes improve over time. Possibility: where the category goes next.
/Campaign 03
Beat MasterCard at Finovate.
From zero nominations to four major global wins. Finovate 2024 winner. Best BNPL at Global Fintech Fest. Best Data Monetisation at Fintech Miami. Winners at Fintech World Cup Dubai. Finalists every year at Glomo, Pay360, Africa Fintech Week, Banking Tech Awards, and Africa Tech Awards. We didn't just compete. We showed up.
/Campaign 04
Owned every stage that mattered.
From a fintech that had never sponsored an event to a brand with the most appealing creative presence across MWC Barcelona, Kigali, AFIS, DFS, and Pay360 — designed in-house, every time. Annual speakers at MWC Barcelona. Two years running at AFIS. Annual presence at Kigali and DFS — continuous in our highest-priority region.
/Campaign 05
The work this agency was named after.
No podcast, no report, no franchise was narrating the world's most innovative fintech experiments happening across Africa, the Middle East, and LatAm. That was Yabx's gap. Tech Behind Debt was our answer. We interview the people we want to work with — and convert them as clients. 60% of total Yabx inbound leads now come from this podcast alone.
The outcome
Two years. One trajectory.
Started Stage 0.5. Ended as a Finovate winner sitting next to MasterCard. From 5,000 misaligned Indian followers to warm-lead bank CEOs and telecom MDs across every target geography. From zero events to annual stages at every fintech moment that matters. From a one-page website to a content engine that filled an entire continent's missing conversation. The product was already there. The brand finally caught up to it.
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