Draivi has introduced a new brand identity for Financiar24, its flagship consumer finance brand in Spain. The rebrand marks Financiar24’s evolution from a performance-driven comparison site to a trusted financial partner for Spanish consumers navigating increasingly complex credit decisions.
“This new identity represents more than a visual update — it’s a reflection of who we are and the responsibility we have toward our users,” said Carla Guerrero, Country Manager for Spain at Draivi. “Financiar24 continues to evolve alongside its community, maintaining its essence while embracing an image that conveys growth, innovation and transparency.”
The rebrand comes at a time when consumer trust has become the defining factor in Spain’s fintech sector. Already a recognized name in loan comparison, Financiar24’s refreshed identity amplifies its core values of reliability, transparency and long-term trust.
Developed in close collaboration with Casa Bien, a Barcelona-based branding and strategic design agency, the project aimed to transform Financiar24 from a transactional platform into a brand that embodies empathy, guidance, and empowerment.
“Financiar24’s vision was never about shouting louder — it was about earning trust,” said Alberto Garcia, Strategy Director at Casa Bien. “We helped bring that intention to life with a design system that feels modern, confident, and genuinely human.”
Rooted in emotional drivers such as relief, transparency, empowerment, and peace of mind, the new identity reflects a deeper understanding of consumer needs in a maturing fintech landscape. Designed with a mobile-first mindset, it prioritizes clarity, legibility, and accessibility — bold, confident, and unmistakably Financiar24 across every touchpoint.
The transformation also catalyzed internal change within Draivi and the Financiar24 team, aligning product, marketing and customer operations around a shared mission of empowering financial decisions.
“We believe in our next growth phase in building brands that matter, not just platforms that convert,” said Ville Kymäläinen, CEO of Draivi. “Financiar24’s rebrand reflects the type of long-term brand building we stand for — human, transparent, and ready for the next chapter of growth.”
With this new chapter, Financiar24 reinforces its commitment to delivering accessible, secure, and responsible financial solutions while strengthening its leadership within Spain’s fintech ecosystem.
At Draivi, we continue to invest in the evolution of our brands across Europe and beyond, combining creativity, data, and technology to empower consumers and drive sustainable growth.
About Financiar24
Financiar24 is Spain’s leading loan comparison platform, connecting consumers with trusted lending partners across personal loans, credit cards and alternative credit products. Part of Draivi’s portfolio, Financiar24 helps thousands of Spanish consumers find transparent and personalized financial solutions every month.
www.financiar24.es
About Casa Bien
Casa Bien is a Barcelona-based branding and strategic design agency that designs brands for the well-being of those who live and lead them. Learn more at www.casabien.com
About Draivi
Draivi is a performance-based marketing company specializing in customer acquisition and lead generation for the financial sector. The company operates across multiple markets, connecting consumers with trusted financial partners through data-driven marketing, technology and a growing portfolio of leading financial brands.
www.draivi.com