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A South African fintech startup founded in 2021 has announced its company name change to Bloo Money (formerly known as Moya Money), effective May 2024.
RELATED: Fintech’s transformative role in shaping Africa’s digital landscape and financial inclusivity
This rebranding mirrors the company’s continuous development since revising its branding assets in early 2024.
Screenshot of Bloo Money website after the
Screenshot of Moya Money website before new name the new name
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 (as seen below).
Thulani Masebenza (operates from Sabica Pardesi (operates from Oxford,
Johannesburg, South Africa) United Kingdom)
The name “Blooˮ is a name that also resonates geographically across all borders.
Business Strategy Continuity
– Continued Core Product Offerings
Bloo Money’s core product will remain unchanged, continuing to support businesses with a freelance management system (FMS) to manage their freelance administration as you can see in our systems below:
UI example of the Simplified Invoicing & UI example of the Efficient Payment
Administration feature which allows users Management feature which allows users to to create custom invoice template make automated bulk payments from one place
UI example of Valuable, Automated UI example of Integrated Freelancer
Business Insights feature which allows Management feature which allows users to users to access comprehensive freelancer make automated bulk payments from one reports place.
Consistency
– Alignment with Company Vision, Mission and Values
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 customercentricity, 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 forwardthinking and approachable fintech platform by including playful elements into its brand identity. This has been recognised by its clients as seen in the testimony below:
“The Moya platform is much friendlier compared to the previous method we were using. We used to miss crucial information, as other applications could be mistakenly overlooked since we were handling them manually. The
Moya platform has significantly simplified our lives.ˮ Assitej
Testimonials
Customer Satisfaction and Loyalty
Bloo Money has earned a loyal customer base since its inception as seen below:
“This platform is excellent to work with. Sabica and the team have been incredibly helpful, providing exceptional service that has contributed to maintaining our high customer satisfaction. They listen to all our suggestions and come up with effective solutions,” says Sluleko Thabede, PESP Grants Administrator | Business and Arts South Africa
The testimonials shown above are from satisfied consumers and serve as social proof of the company’s ability to deliver value.
Word from co-founders
Smooth Transition for Existing Clients
While the core products and services offered by Bloo Money (formerly known as Moya Money) remain largely the same, the rebranding showcases a restored focus on innovation, customer-centricity, and differentiation. The cofounders, Sabica Pardesi and Thulani Masebenza encourage their existing customers to expect enhancements and new offerings in the future.
“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,” Sabica Pardesi, 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, saysˮ. Thulani Masebenza COO.
More about the rebrand
Up-to-Date Rebrand Information
Bloo Money is committed to ensuring a smooth transition for its stakeholders while ensuring resources are available to stay updated. Their FAQ page provides a one-stop shop for detailed information on processes, such as name changes, product and service updates, and information for clients, investors and the public.
