Envisso
Envisso (formerly Kinetic) is a Singapore-based fintech startup empowering global payment companies to transform merchant risk into a strategic growth driver. Their AI-powered platform delivers a comprehensive view of merchant risk (credit, fraud, and compliance) while replacing outdated manual assessments with automated onboarding, real-time monitoring, and embedded insurance protection. This enables payment providers not only to safeguard against merchant defaults but also to turn risk management into a source of profit and competitive advantage.
Brand Renaming x Due Diligence
Summary
Kinetic Technology, an AI-powered fintech, needed a stronger, more distinctive brand name to support their next stage of growth. While “Kinetic” highlighted speed and decision-making power, it was overly generic and heavily used across industries. We partnered with the team to develop a brand name that reflected their deep insights into merchant risk and positions them as a cutting-edge fintech. This led to Envisso, a name that captures their vision, foresight, and unique value in transforming risk into opportunity.
Full Case Study
The Problem
When preparing to scale globally, they realized their existing name, Kinetic, was holding them back. Although it spoke to their ability to make high-quality decisions at speed, it was overly generic, widely used across industries, and failed to reflect their unique capabilities in risk analytics.
They needed a new name with specific requirements:
- Short (5–8 characters), distinctive, and available with matching domains (.com and .ai).
- Centered around keywords such as insight, analytics, risk, AI, confident growth, smart, and fast.
- Able to resonate across international markets while positioning them as a credible, exciting, and cutting-edge fintech brand.
- Multi-region trademark across Singapore, Australia, EU, the UK, and the USA.
So the question is… how do you rename a fintech to help them reposition for scale and stand apart from competitors?
The Strategy
We discussed with the client to understand their naming intentions and studied their operating principles (which they were kind enough to share). This gave us a deeper understanding of their values, focus, customer relations, team collaboration, and efficiency. We won’t go into too many details here in order to maintain privacy. We also added insights from the brand and market research we did to create a naming criteria that reinforced their positioning and credibility while creating a strong platform for memorability, scalability, and global appeal.
While exploring a wide range of styles around their preferred keywords, it became clear that invented, symbolic, and abstract names best aligned with their goals. These styles would allow the brand to stand out in the crowded fintech space while leaving room for evolution into future offerings.
All shortlisted brand names had to clear trademarks in each of their target international markets, along with other due diligence checks.
The Solution / Result
Envisso, inspired by the word Envision: to imagine or visualize as a future possibility. It perfectly encapsulates the brand’s capabilities and core strengths: deep vision into the intricacies of financial risk and merchant behavior, and the ability to leverage AI to uncover hidden patterns, anticipate default, and provide a 360° perspective across credit, fraud, and compliance.
Envisso conveys foresight and reassurance. It’s unique, easy to pronounce, and simple to spell, which helps memorability. It’s far more brandable than their original name and future-proof as they continue to evolve their product offerings into other areas like website risk assessment and consumer sentiment analysis. It serves as an anchor, signaling their ongoing commitment to deeper insights across emerging areas.
Since the renaming, the startup has secured multi-million-dollar seed funding from Blowfish Ventures, Forge Ventures, and Openspace Ventures, an early signal of how the new identity supports their trajectory.
Fun Fact: Envisso wasn’t the original final pick. Invisso was, but we flagged an uncomfortably close trademark in the UK and EU. They probably did not want to “risk” it and ultimately chose Envisso instead. Imagine the optics if a risk-analytics company couldn’t foresee its own risk 🙂. We’re glad they did. Naming is always a collaborative process, and we welcome it.
Brand Info
www.envisso.com
www.envisso.ai
*Visual identity by Lovework Studio.
*Photos from Envisso.
© Envisso
