Varo bank announces new brand identity & “A bank for all of us” campaign

By Pavithra R

Varo, the digital national bank has announced a new brand identity and a new campaign- “A bank for all of us”, as part of its first multi-million dollar, integrated brand launch across TV, radio and out of home in the US. 

Varo’s new brand campaign is anchored in the company’s purpose and ambition: financial opportunity and inclusion for all. The campaign launch reimagines money and puts modern American consumers at the very core. It highlights the diversity inherent in communities and features a range of American faces, front and center on a reimagined $20 bill. The campaign signals Varo’s support for a renewed push to put Harriet Tubman on the face of the $20.

“Varo believes that when people have a healthier relationship with their money, it leads to a healthier relationship with themselves, and with all those closest to them. The Varo experience starts with inclusion – and our new campaign seeks to showcase people and communities that are often underrepresented in financial services,” said Halle Hutchison, Chief Brand Officer at Varo.

Varo’s mission is to redefine banking, enabling everyone to make smart choices with their money. The FinTech has built its fully digital banking solution from the ground up faster than originally planned. Launched its banking services officially in July 2017, offering premium banking products through The Bancorp Bank, Varo helps Americans stretch their money with bank and savings accounts that have no minimum balance requirement and no monthly account fees.

The impacts of the pandemic has made Varo’s mission more relevant. The most financially vulnerable, and people of color specifically, are enduring the brunt of the most negative impacts. The Firm’s internal study has revealed that 77% of customers have dipped into their emergency savings in the past 5 months to cover a surprise expense or to manage through the ongoing fallout from COVID crisis.

“We are thrilled to be launching our brand at a time of renewed hope and commitment to chart a new course for our country. Varo is unique among national banks and fintechs combined – we are inclusive, accessible, and designed around the way our customers live. We are determined to work with our customers and our communities to deliver on our promise of ‘A Bank for All of Us,” said Colin Walsh, Founder and CEO of Varo.

As the campaign evolves, Varo is looking forward to highlight its own customers and their personal stories as a way of raising visibility and building awareness for the Americans that have been left behind or underserved by the traditional banking industry.