Moya Mone, a South African fintech startup founded in 2021, has been rebranded to Bloo Money effective May 2024. The rebranding mirrors the company’s continued development since revising its branding assets in
early 2024.
Reasons for Rebranding
The decision to change the name stemmed from a desire to differentiate itself from other companies with a similar name, bringing a burst of colour to the fintech industry and because cofounders operate in different continents.
Thulani Masebenza operates from Johannesburg and Sabica Pardesi operates from Oxford in the United Kingdom.
The name “Bloo” is a name that also resonates geographically across all borders.
Bloo Money’s core product will remain unchanged, continuing to support businesses with a freelance management system (FMS) to manage their freelance administration.
Bloo Money reflects the company’s core values and goals in several key ways. Firstly, the name echoes their mission which is “to make self-employment sustainable for the African gig economy”.
Second, the new name is not only consistent with its commitment to the African gig economy, but it also promotes playfulness, friendliness and customer centricity, as evidenced by its values.
Finally, in a fintech industry that has a reputation for seriousness and formality, the company’s choice of a playful and vivid name symbolises its dedication to providing a playful and engaging user experience.
Bloo Money wants to strengthen its client relationship and promote its position as a forward-thinking and approachable fintech platform by including playful elements into its brand identity.
“When we started and along the journey, our product vision has always been to be transform the way we freelancers work, handle their finances and the foundational principle is basically their relationship with money,” says Pardesi, Bloo Money’s COO.
Since updating its brand assets earlier in early 2024 and developing its web app, Bloo Money has been on a journey of continuous growth. The startup has always put its customer needs at the forefront of its processes because they do this, it has resulted in a seamless and easy-to-use user experience across its systems.
“Ultimately when we made the decision to change our name we wanted one that would be unique, could be playful, could resonate with many of our customers who are in the creative space and would be inclusive to be pronounced easily by people across the world,” says Masebenza.
