Making cross-border payments simple to trust

The problem

Raiz provides cross-border payment infrastructure for businesses across Africa. Importing a car from a US auction involves sourcing, cross-border payment, shipping and customs. Raiz wanted to offer services across that whole journey, and needed a clear position and a brand customers would trust.

Key decisions

Position Raiz as payment infrastructure for business. I led the rebrand from Raiz Digital to Raiz Finance, making payment infrastructure for business its unique selling point.

Let research shape the brand voice. A website review, a brand perception analysis, revisited user personas and qualitative research guided the new voice. We rebuilt it around customer trust, including removing technical jargon from the website.

Design around the customer's whole journey. I mapped the full journey of a car dealer importing a vehicle, so Raiz Auto could offer services at every stage, from the auction to customs, using dealership research to shape the offering and go-to-market strategy.

Measure what matters. I worked with developers to define a North Star metric and a dashboard to track it.

What I did

• Led the rebrand and repositioning from Raiz Digital to Raiz Finance.
• Ran the website review, brand perception analysis, persona work and qualitative research.
• Mapped the car-import journey and shaped Raiz Auto's offering and go-to-market strategy.
• Defined the North Star metric and monitoring dashboard with developers.
• Tested contact channels for response time and ease of access, and fed back improvements.

The result

A clear position as payment infrastructure for business, a website revamped from user feedback on ease of access, and a North Star metric the team can track.