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Fiuu: Razer Fintech's Bold Rebrand Signals a New Era in Digital Payments
By Tsani Gramatikova access_time 3 min read

Razer Fintech, the innovative financial technology branch of Razer Inc., along with its B2B payments division, Razer Merchant Services (RMS), has rebranded to Fiuu. 

The rebrand symbolises an essential milestone in the company’s history, allowing it to pursue its fintech ambitions independently from Razer’s gaming-focused brand. This strategic move ensures that Fiuu is well-positioned to continue its trajectory of growth and innovation, forging a unique identity in the dynamic world of digital payments.

With the introduction of the name Fiuu, a fresh logo, and a dynamic new identity, the company embarks on a new chapter. The name Fiuu, starting with “F,” underscores the company’s focus on fintech innovation. It represents Fiuu’s ethos of evolution and readiness to tackle the future’s challenges and opportunities with agility. This name signifies a playful, youthful spirit, embodying a sense of speed and dynamism.

The rebranding process reflects a strategic alignment with the company’s vision. Fiuu’s new brand motto, “Powering future payments”, captures its mission to deliver cutting-edge technological solutions. This tagline also speaks to the brand’s dedication to building trust and reliability in every transaction it facilitates.

Operating as an independent subsidiary of Razer Inc., Fiuu stands on the threshold of a promising journey under the leadership of its new CEO, Eng Sheng Guan, who brings over 25 years of experience in the payments industry and is the driving force behind the rebrand. Lee Li Meng, the former CEO of Razer Fintech, transitions to the role of executive chairman at Fiuu, marking a new era of growth and innovation.

Our rebrand goes beyond just a name change; it embodies our vision to power future payments. We strive to create seamless, empowering payment experiences that propel commerce into a new era. With Southeast Asia’s digital economy booming and projected revenue set to hit US$295 billion by 2025, our commitment to innovative payment solutions gains even greater significance. This rebranding exercise marks a significant milestone for the company which has grown significantly over the past few years and it allows the fintech business to continue its path independently from the Razer brand, which is gaming focused.

Lee Li Meng, former CEO of Razer Fintech

The acquisition of the Exact Brand Match (EBM) domain further consolidates this new direction. This domain ensures Fiuu’s online presence is robust, straightforward, and aligned with its renewed brand identity, enhancing its accessibility and global reach. Owning an exact brand match domain like is beneficial for brand consistency and is crucial in digital marketing effectiveness, customer recall, and overall brand equity.

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