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EarnIn Unveils a New Strategic Brand Identity That Highlights Its Mission To Alleviate Financial Anxiety
By Tsani Gramatikova access_time 2 min read

EarnIn is a financial services company that launched its app in May 2014 under the legal name Activehours. The company’s earned wage access services are based on a business model that allows users to withdraw earned wages ahead of time by paying voluntary “tips,” which has drawn comparisons to payday lending services. In 2019, EarnIn expanded its services by negotiating with healthcare providers to lower medical bills for its users. The company continues to grow and reduce financial anxiety for hard-working Americans, as evidenced by its recent milestone of providing over $15 billion in earned wages for its customers. In 2020, EarnIn acquired and implemented a new savings feature called Tip Yourself, which further enhances its services.

Recently, the company launched a new brand design that embodies the ambition of their customers, accompanied by a minor change in their brand name from “Earnin” to “EarnIn.” The revised brand name encourages customers to be “all In” for money that keeps pace with the speed of life.

Our new brand strategy showcases EarnIn’s versatility, moving from a tool for bridging short-term needs, to a financial service that makes the most of your paycheck, everyday. We believe people deserve to be paid as they earn and this rebrand embodies EarnIn’s continued commitment to innovate and find new ways to empower customers by turning money from a barrier into an opportunity.

Ram Palaniappan, CEO and Founder of EarnIn

The rebrand comes after a highly successful year for the company, during which it experienced significant growth, innovation, and leadership in the constantly evolving financial services industry. The company’s efforts have redefined earned wage access and financial equity, making them more accessible to everyday Americans.

By securing a memorable and easy-to-spell domain name at the outset, EarnIn has established a strong online presence and increased its visibility and credibility. This strategic move has also allowed the company to get creative with its brand name, enabling them to better communicate its vision to customers.

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