Inception of GrabFin
Grab Financial Group is a holding brand that encompasses all of Grab’s customer/driver/merchant financial products and services. However, because of the group’s diverse product offerings and multiple segments, a new brand was needed to house, drive synergies, and aide cross-selling of products. Thus, GrabFin was born.
GrabFin takes Grab’s branding into heart, but branches out to establish elements of its own. Working with the renown branding agency Design Studio, the outcome was a brand identity that holds it own against a powerful parent brand like Grab.
GrabFin was rolled out in 5 different countries simultaneously in Q2 2022.
