An 6 July, 2022, Capital Float rebranded itself as axio, unifying its consumer finance products under a single umbrella. This was in sync with the company’s ambition to make credit a force for good in India’s growth story. The challenge of the rebranding exercise was to inform the company’s 6 million credit customers and over 13 million Walnut app users without creating panic or compromising trust. The change needed to be seamlessly conveyed almost overnight, across systems, business functions and multiple communication touchpoints, including IVRs, SMSs, WhatsApp, email, corporate documentation, etc. This was especially important given the lack of traditional, largescale marketing to convey the change in brand.
The success of the rebranding exercise is evident from the increase in axio’s customer base, with the company adding a million new customers during the festive season of Diwali and doubling its customer base by over 2x over the last FY. The company has now fully transformed into a consumer finance player, offering a unique mix of pay later, personal loans and personal finance management under one seamless brand experience.
The Growth Story
This story is from the 29 July 2023 edition of Businessworld India.
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This story is from the 29 July 2023 edition of Businessworld India.
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