Over the past years, we’ve watched Belvo outgrow its original shell. We became indispensable to large corporations and household names across different industries. We are now powering over 80 million connected accounts across Brazil and Mexico and processing over $1bn in annualized TPV. By working with the region's top banks, lenders, and financial innovators, we are helping to change millions of lives.
This level of maturity demanded a new positioning, language and visual identity that felt as robust as the infrastructure we provide. It was a long process of studying and developing a new narrative and finding the elements that would work best for this new chapter.
After conducting cross-team interviews to identify pain points, analyzing customer call recordings, and iterating across our marketing, sales, and product teams, we’ve implemented several strategic shifts:
- The ROI is real: Belvo has proven its value and has big numbers to back it up. These strong performance metrics are now highlighted at every opportunity.
- We're specialists in the Brazilian and Mexican markets: To reinforce that we doubled down on specific narratives, wording and visual assets for each country. Instead of hiding behind generic regional descriptors, we are celebrating the specific visual and cultural references of Latin America's fast-growing economies. We wanted our designs to feel culturally in-tune, moving from abstract concepts to the local realities of the markets where we actually live and work.
- Sharp, Direct, and Clear: We solve complex problems, but our communication shouldn't be. We’ve focused on short, simple sentences - especially in our top-of-funnel materials - to make our robust solutions easier to comprehend.
- Focus on People and AI Readiness: We have replaced stock photography with custom AI-generated imagery. Our characters now face the camera proudly, embodying the positive impact that better financial products have on people's lives.
- A sober palette: we’ve moved away from shy/low-contrast tones and colorful combinations transitioning towards a more powerful, contrasting layout using solid, darker colors to convey stability. But the bright blue was already part of Belvo's soul, so we kept it in the CTAs and to highlight relevant information. The blue that defined our past will power our future.
- Same main typeface, bolder style: Figtree has been our official typeface for over 4 years. We kept it, but we went bold - and all caps - in our titles. We also introduced Geist as our new secondary typeface, a much stronger combination that improves readability and sobriety.
- Realistic impact: during the discovery phase we noticed that our clients may have a hard time visualizing how our products reflect within theirs. So we’ve prioritized realistic mockups to shorten the distance between our solutions and their real-world impact.
- We have kept our original logo: honoring the brand’s history and the foundations laid by our previous design teams.
Designing Belvo’s new AI-powered chapter
The tech industry has undergone a massive transformation over the past couple years, and Belvo is no exception. As AI has moved from an internal efficiency tool to the core of our products, Belvo now offers multiple layers of intelligence that help our customers extract the most value from their data and execute optimized payment workflows. These new functionalities were revolutionizing all of our products, and the impact was so significant that we knew we had to introduce them into our core brand and design story.
When brainstorming with Pablo, Belvo's co-CEO, we realized we had to work on this redesign in order to catch up with our new tech and market. I remember looking at our old assets and realizing they no longer told the full story of who we’d become. The challenge then was how to reflect this evolution in our visuals.
To represent this shift, we are applying AI not just to our products, but to our entire visual stack and processes. We have integrated AI-generated imagery across our website and product materials, allowing us to create custom, high-fidelity visuals that exemplify the intelligent nature of our platform. We're also developing prompt templates so the whole company can generate new consistent images and visual assets much quicker.
The concept of open finance as pure access is a thing of the past. We’ve designed a brand system for the era of intelligent insights, AI ready workflows and capabilities.
Our launch campaign
In addition to our new brand assets, we created a dedicated landing page for this launch using Figma Sites, vibe coding, and AI-generated imagery.
Explore the new era here: https://www.belvo.ai/
We also produced a video that tells a story about the past and the future of data and payments - and how Belvo is part of it. This video was produced entirely using AI-generated images, voiceovers, and soundtrack. Check it out:
