Prospa launches major Australasian rebrand

07 February 2023 | 4 min read

Creative agencies DesignStudio and XXVI have created a new brand strategy, refreshed visual identity and tone of voice for small business financial partner of choice, Prospa.

Prospa has been helping small businesses for over a decade with easy to access, quick financing. A track record of listening to and learning from its customers has cemented the brand as a trusted provider and the #1 online small business lender across Australia and New Zealand.

To kick off 2023, Prospa is announcing a full rebrand to reflect the new journey that the business is on – a journey it will take with its customers. More than just a lender, Prospa partners with entrepreneurs to make business happen and is repositioning itself to reflect its status as the financial services partner of choice for SMEs.

The rebrand is across both the Australian and New Zealand markets, signifying a new era in the world of small business financial management. Prospa aims to rival the major banks by expanding its product portfolio with the launch of what will become Australia’s first non-bank all-in-one Business Account for small business, revolutionising the financial management landscape for small businesses.

Prospa is diversifying its business and the new brand reflects this change. In doing so it has developed a ‘one stop shop’ for small business financing, with a model that is simple, stress free and seamless for its customers.

Prospa Chief Executive Officer and Co-Founder Greg Moshal says it’s time for the brand to align with its vision.

“Our rebrand aims to reinforce our position as the top choice for small business financial management in Australia and New Zealand. With a solid foundation of trust established, we are dedicated to partnering with small businesses to turn their aspirations into realities.”

Greg Moshal

Chief Executive Officer and Co-Founder, Prospa

What’s new about its offering?

Providing access to capital has been Prospa’s focus for the last decade, but now the financial partner is expanding and broadening its offering with a view to the next ten years and is getting louder about its role in the small business ecosystem.

The Prospa Business Account includes the ability to make instant payments, a Visa Business Debit Card, a 24/7 holistic view of all Prospa financial accounts via desktop or mobile app and the upcoming overdraft, currently in pilot phase.

“The Business Account is the next step in our evolution and underpins our commitment to help unleash small business potential, through our simple, seamless, and stress-free financial management platform. Prospa will continue to disrupt traditional banks with cutting-edge, technology driven solutions that will elevate customer interactions and create brilliant experiences.

“Prospa is more than merely a support service, we are enablers of small business success. This means that we are also fierce advocates for small business, voicing their needs and concerns.”

Greg Moshal

Chief Executive Officer and Co-Founder, Prospa

Prospa is also committed to improving and broadening the technology that it works with to create better customer experiences every day. The business’ unique platform will simplify small business cashflow, make customer payments easier and reduce admin. Amplifying Prospa’s confidence in its ability to continue to provide a superior customer experience is a market leading Net Promoter Score and Trustpilot rating.

“This work represents our new thinking and how we want to be seen by our customers – as partners, not just service providers. We understand that our impact on a small business extends to wider stakeholders of that business: it’s investors, customers, and contractors. We are working for the whole small business community, and we wanted our new brand to reflect that.”

Deborah Kytic

Director of Marketing, Prospa

Prospa has worked with DesignStudio, a global creative agency that creates brands and experiences through radical collaboration to shape the rebrand.

DesignStudio APAC Principal James Duru says he’s delighted to have been able to contribute.

“We’ve been excited to bring our unique approach to the work we do with Prospa as it embarks on this new phase in its journey to partner with small businesses. The brand strategy, refreshed identity and tone of voice reflect the company’s progress, partnership, and true commitment to the needs of the sector.”

James Duru

Principal, DesignStudio APAC

For more information about Prospa’s products and services, visit prospa.com.

CREDITS

Company	Role/Remit
Andrea Darling – Darling Marketing Solutions	Head of Brand Program
XXVI	Tone of Voice
Design Studio	Creative / Design / Strategy
The Royals	Creative advertising agency
Sandbox Media	Media agency
Pinstripe Media	Customer Success Stories
Mahlab	Content & AU PR agency
One Plus One	NZ PR agency