In this interview, CMO Miranda McLean shares the motivations behind Ecommpay's recent rebrand and how the UK payments solutions provider is working to set new standards for inclusivity in fintech.
Last month, Ecommpay revealed its fresh new brand identity, marking a transformation grounded in the company’s commitment to accessibility, inclusivity, and sustainability.
In this interview, Miranda McLean, Chief Marketing Officer of Ecommpay, shares the strategy behind the rebrand, details of the Ecommpay for Good initiative, and the company’s partnerships supporting financial inclusivity. From building an accessible digital platform to guiding merchants on best practices, Miranda explains how Ecommpay is setting new standards for a more inclusive financial ecosystem.
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A fresh identity for a growing market
As cross-border digital transactions surge, Ecommpay’s rebrand aligns perfectly with the global payment market’s projected growth to £236.1 billion. Ecommpay crafted a distinctive identity that confidently stands out against competitors like Stripe and Adyen. Centring on versatility, customisability, and boldness, the approach emphasises Ecommpay’s dedication to creating accessible, growth-driven payment solutions.
To expand in the UK and Europe, Ecommpay’s new brand strategy also reflects its open architecture, inclusive payments, and adaptability.
"This rebrand pushed us to define who we are and where we want to go." - Miranda McLean
Ecommpay’s design captures this vision through a vibrant colour palette and adaptable modular elements, symbolising Ecommpay’s tailored payment solutions.
The path forward
Ecommpay’s rebrand wasn’t simply about a new logo or colour scheme; it was a strategic evolution toward a brand identity that champions accessibility, inclusivity, and sustainability in payments.
"We’re committed to making payments more accessible for customers worldwide. Our goal is financial inclusivity, which extends beyond payments to include partnerships with organisations that advocate accessibility, like the European Women Payments Network (EWPN), Project Nemo, and the Digital Accessibility Centre."
The rebrand included a full overhaul of Ecommpay’s brand, website, and platform to ensure ease of use for all customers, regardless of abilities. Central to this vision is "Ecommpay for Good," an initiative aimed at creating a more accessible world for merchants and customers alike. Kicking off this project, Ecommpay released a Guide to Digital Accessibility, providing practical tips on making online experiences accessible for everyone.
“We believe that equal access to information and services online should be a given, not a privilege”
Activating Ecommpay's new brand identity
Launching the rebrand was a meticulously planned multichannel campaign, with a mix of PR, digital advertising, and event-based marketing.
“Our campaign included press releases, article placements, and social media engagement. We also incentivised new retail merchants with a promotion offering free processing for the first three merchants who successfully onboard and start processing payments in 2025.”
To further amplify the launch, Ecommpay shared a free webinar from Hassell Inclusion aimed at educating merchants on digital accessibility. This provided merchants with insights into creating accessible online environments, especially for neurodiverse users, and stressed the importance of user testing for inclusivity.
Within Ecommpay, the rebrand was celebrated with creativity and collaboration.
“Our team spent an afternoon creating a unique art piece for our offices, symbolising the hard work and dedication everyone has put into our rebrand.”
Measuring the rebrand’s success
While it’s early days, Miranda and her team are tracking KPIs like website traffic, media coverage, and social media engagement to measure the impact.
“Engagement is our primary measure...Our Guide to Digital Accessibility has seen significant uptake, and our brand awareness study, conducted before the relaunch, provides us with a benchmark to measure future growth in brand perception and positioning.”
Championing accessibility and educating merchants
The focus on accessibility extends beyond Ecommpay’s website and payment platform. The Guide to Digital Accessibility empowers merchants to create inclusive online presences.
“It’s not just about providing inclusive experiences for our clients but about giving their customers accessible, inclusive payment experiences.”
Miranda points out that only 5% of payment businesses currently see environmental, social, and governance (ESG) priorities as crucial, something she views as a “missed opportunity.” With strong evidence that inclusivity can drive revenue, Ecommpay’s proactive stance on accessibility is designed to lead by example in the fintech industry.
Partnerships that strengthen inclusivity
Ecommpay’s partnerships with initiatives like Project Nemo and EWPN further highlight its commitment to diversity and inclusion. Project Nemo, a grassroots initiative led by former fintech CEO Joanne Dewar, advocates for inclusivity and provides educational resources on accessibility in fintech and payments.
EWPN, a not-for-profit focused on building a community for women in cards, fintech, and payments across Europe, reinforces Ecommpay’s values of inclusivity.
“We support EWPN and Project Nemo’s activities and integrate their messaging into our campaigns. Just as importantly, we’re learning from their experts to ensure we build inclusivity into everything we do.”
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