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Razer Rebrands Its Fintech Division As Fiuu
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Razer Rebrands Its Fintech Division As Fiuu

by Low Boon ShenMarch 14, 2024
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Razer Rebrands Its Fintech Division As Fiuu

Razer Rebrands Its Fintech Division As Fiuu

Razer Fintech and Razer Merchant Services (RMS) announced a rebranding initiative with a new name – Fiuu. It’ll operate independently from Razer Inc. moving forward, with key personnel changes as part of this process. Payments industry veteran Eng Sheng Guan takes over as CEO from Lee Li Meng, who now assumes the position of Executive Chairman for the new entity.

Lee Li Meng stated, “Our rebrand embodies our vision to Power Future Payments, creating seamless and empowering payment experiences. 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.” The purpose of the rebranding, he says, is to “continue its path independently from the Razer brand, which is gaming-focused.”

Lee’s leadership has brought the Razer-owned business to great success – in the past four years, revenues doubled, and the company is currently operating “at a profitable level.” Significant uptake in digital payment systems has been observed in the past few years, particularly during the COVID-19 pandemic, which greatly encouraged the usage of contactless payment solutions.

Fiuu’s brand identity reflects “a playful and youthful spirit, symbolizing agility and dedication to growth,” the company says. The name starting with “F” signifies the focus on Fintech, while the brand motto, ‘Powering Future Payments,’ encapsulates its goal of providing advanced solutions. “The rebranding of Fiuu represents a forward-thinking approach, which aims to revolutionize the way transactions are conducted, making every interaction with its solution an opportunity to elevate the payment experience,” the company said. 

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Low Boon Shen
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