The brand evolution began in the US in July 2021 and is now expanding across the Asia Pacific. With this move, Visa will be easing money movement and contributing to the future of digital commerce. The new brand identity will be visible in 200 countries and territories that Visa operates in.
The company has invested USD 9 billion in technology since 2016 to serve merchants and consumers. The revamped brand identity of Visa will help meet the needs of customers as it parks money to augment the payment industry with new offerings.
VisaNet, Visa Token Service, Visa Direct, and Visa Checkout are some of the platforms developed by the company in recent years to advance its digital platform. It is pushing technologies, including contactless and scan-to-pay, tap-to-pay, and secure remote commerce, which should be the main modes of payment in the near future.
Visa will offer a range of products and solutions via collaborations with fintechs and other brands, and by leveraging relationships with governments. It will also include new payment flows like cross-border payments and value-added services, according to the press release.
The financial services provider makes efforts to boost its position in the payments market and minimise the impact of fraud, and protect consumer and merchant information. One of the main purviews of Visa is to ensure security of payments as it moves from physical to digital environments, according to nasdaq.com.
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