Ten years later. A whole new ambition.

When you can't recognise yourself

We developed new products. Expanded the suite. Built integrations. We became more than payroll.

In fact, we became so much more that we have grown into a new category – a modern financial suite, designed to give small and medium-sized businesses something they have been missing for far too many years: an experience that is as intuitive, human and modern as the businesses that use it.

In other words: our brand was the only thing left in 2025 that still thought we just did payroll.

So we faced a choice:

Should we carry on looking like the industry?

Or finally start looking like ourselves

This is the story of why we chose the latter. And why it had to happen right now.

A Ferrari engine in an old Toyota

Zenegy in 2025 no longer consists of one product, but of a suite of modern solutions, each of which solves a critical part of businesses' finances and operations:

Payroll. Expenses. Numbers. Time. Portfolio.

Numbers is the complete finance system and integrates naturally with both Payroll and Expenses, while Time and Portfolio work as independent, value-adding products in the same suite. Different tools – the same vision: to make finance effortless and modern for small and medium-sized businesses.

When you get that far, a new need arises: it is not enough just to be in the market. You have to stand out.

Because a market in change demands brands that don't just inform, but inspire. Brands that are mentioned first when customers, advisers and people in the industry talk about modern finance systems and fintech. That takes a look and feel that is flexible, scalable and alive. A brand toolbox that holds together across products, countries, channels and audiences.

So while our suite grew, so did our ambitions. But the brand didn't have the language, the energy or the edge to carry the rest of the journey.

That is why the rebrand is not about decoration, colours or cosmetics. It is about giving Zenegy the identity, flexibility and level that match both the company we are today – and the one we are becoming.

Watch the Zenegy rebrand video on Vimeo

"It is about giving Zenegy the identity, flexibility and level that match both the company we are today - and the one we are becoming."

Mickey Switzer

Head of Design & Brand

The rebrand is about direction, not cosmetics

If this rebrand were only about a new logo, we could have been done long ago.

But when a company changes size, category and ambitions, the brand has to keep up – not just on the surface, but in the foundations too.

That is why this process was about something far more complex than visual decisions alone. It was about finding the Zenegy that is able to live in more products, more markets and with more types of users. A Zenegy that is technical, human, modern and with an edge – without going to extremes in any direction.

And that took a series of difficult but necessary choices:

• Hitting the right direction – and being completely sure it holds when you make one of the biggest shifts in the company's history
• Balancing tech, humanity and colour, so the brand feels both strong and approachable
• Raising the level of design significantly, without losing the down-to-earth reality our users work in
• Using AI visuals with great care and respect – for the industry, for the craft and for the people who work in it. Not to replace anything, but to open up stories we could not otherwise tell.
• Making sure the brand can live in the product, in customer service, in sales, in support, in HR, in communication – not just in marketing

These are the kinds of exercises that can't be solved with one colour sample or one moodboard session.

It takes a complete picture of who we want to be – and a direction strong enough to carry us for many years to come.

A brand that lives across the whole company

One of the most important realisations in this process was that a brand can't live its life in isolation in marketing. Branding can be run by one team, but it only becomes strong when the whole company owns it.

For Zenegy, this means the rebrand is not only about colours, visual principles and tone of voice. It is about a shared way of presenting ourselves – in the product, in customer service, in sales, in support, in HR, in communication, in everything.

“A rebrand of this size never comes about in a closed room or on a couple of inspiring Pinterest boards. It takes collaboration, pace, compromises, iterations and sometimes starting all over again.”

If Zenegy is to look like a modern fintech, we also have to think, work and act like a modern fintech.

That means:

• that development and engineering build for speed, stability and experience
• that the product feels unified and consistent, not fragmented
• that customer service is human and proactive
• that marketing tells stories with edge and clarity
• that sales meets customers with the same energy as the brand
• that culture and identity hang together and lift each other

But this doesn't happen overnight. It is a transition and a shared promise about how we work, think and build Zenegy. Something we are now working towards, actively and with dedication, every single day we go to work.

The rebrand is not the end of that work. It is the starting gun.

A little look into the process

A rebrand of this size never comes about in a closed room or on a couple of inspiring Pinterest boards. It takes collaboration, pace, compromises, iterations and sometimes starting all over again.

Behind the visual choices lie months of:

• research across industries and markets
• competitor analyses and in-depth product reviews
• strategic discussions about category, narrative and ambition
• testing of expression, energy, tone and direction

It is a brand with more energy, more colour and more edge.
A brand that dares to be playful without losing credibility.
And a brand that is as ambitious as the technology behind it.
We want to be more than a system you log into.
We want to be an experience you feel.

A suite that feels unified, intuitive and fluid – even when the complexity behind it is enormous (and it is!).

For me, the process was about bringing many disciplines together in one shared movement: making sure the brand could carry not only our suite today, but also the products that will come in the future. And creating an identity that can live both in complex flows and in the very smallest touchpoints – without becoming either pompous or boring.

It is the kind of project where you constantly swing between strategy, detail and gut feeling. And that only succeeds because many people put their expertise, time and passion into it.

This is the part where we say: “It's going to be good.”

The new Zenegy brand is built with one goal in mind: to make finance feel as modern and alive as the businesses that use us.

For us, that means a brand that is:

• modern, because finance in 2025 should feel like 2025
• human, because finance is ultimately something people feel
• design-driven, because the experience matters as much as the function – and because Zenegy has actively brought in strong design talent to lift that direction across the whole company
• clear and distinct, so we stand out in a market where far too much looks like everything else
• technical and intelligent, without losing warmth or personality
• flexible, so it can live in products, countries, campaigns and media we have not built yet

It is a brand with more energy, more colour and more edge.

A brand that dares to be playful without losing credibility.

And a brand that is as ambitious as the technology behind it.

We want to be more than a system you log into.

We want to be an experience you feel.

A suite that feels unified, intuitive and fluid – even when the complexity behind it is enormous (and it is!).

The next chapter

The rebrand is not the end of anything. It is the beginning.

For a long time, we have been working behind the scenes on the next wave of Zenegy: more automation, more intelligence, more of a real-time feel across the whole suite. Especially in employee experience, our automation pipeline and new intelligent design principles, which will lift the experience significantly.

2026 will be the year when several of these things take shape. When Zenegy will feel even more unified, even faster and even more natural for the businesses that use us.

We are not lifting the veil on all of it yet – that would be too easy.

But one thing we can say:

This is not just a new look.

It is a new direction for Zenegy as a company.

And it is only the beginning.

For those who follow along now, an experience awaits that develops month by month – a journey where the technology gets smarter, the design clearer and Zenegy more Zenegy.

A small closing reflection

This has been an opportunity to bring Zenegy together across teams, products and ambitions – and to create an expression that feels as strong as the company we are working to build on, every single day.

I am enormously proud of the work the whole organisation has put into the process. Of the disciplines that have met. Of the decisions we have made together. And of the direction we are now heading in with shared energy.

Thank you to everyone who has contributed, challenged, brainstormed and built with us.

And thank you to our customers and partners for giving us something to aim for and something to get better for.

The rebrand is live. Now the fun begins: letting Zenegy grow into its new self.

Mickey Switzer