How a rebrand made Ajnabi sound like a founder — and tripled qualified leads.
Ajnabi looked like every other neobank. We rebuilt the brand voice, identity system, and onboarding so it felt premium and human — and qualified leads grew +312% while activation more than doubled.
Ajnabi had product-market fit but a brand that blended into a sea of identical neobanks. The brief: build a distinctive voice and identity that signals premium without alienating first-time fintech users, and fix an onboarding flow leaking users at KYC.
Fintech trust is fragile and regulated. The existing visuals were generic and the copy read like a bank, not a brand. Onboarding asked for everything upfront, and drop-off at PAN entry alone was over 60%.
We defined a founder-led brand voice — direct, confident, plain-spoken — and a warm-but-premium identity system. Then we rebuilt onboarding to defer non-essential steps post-activation and replaced static forms with conversational flows.
How it actually shipped.
- Phase 1Weeks 1–2
Voice + positioning
Defined the founder-led brand voice and messaging hierarchy.
BrandingStrategy - Phase 2Weeks 2–4
Identity system
Built a premium-but-approachable visual identity and component library.
BrandingDesign System - Phase 3Weeks 4–5
Onboarding redesign
Rebuilt KYC into a 3-step deferred flow with conversational forms.
UI/UXCRO - Phase 4Post-launch
Measure + iterate
Tracked activation and lead quality, tuning copy against real funnels.
Analytics
What changed for Ajnabi.
Sharper positioning attracted higher-intent signups.
Deferred KYC and conversational onboarding lifted activation.
PAN-entry abandonment fell after the flow redesign.
Up from 3.8 after the brand and UX refresh.
“We finally sound like ourselves. The rebrand didn't just look better — it changed who signs up. Lead quality is a different game now.”
Lessons that transfer.
Voice is a conversion lever
A distinctive voice changed lead quality, not just perception.
Defer the friction
Asking for less upfront more than doubled activation.
Premium ≠ cold
Warmth and trust can coexist in fintech.
Rebrand with metrics
Tying identity work to funnels keeps it accountable.
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