In today’s fast-moving, hyper-competitive financial services world, success isn’t just about the product — it’s about reputation, which means that messaging isn’t just an accessory — it’s the engine driving trust, relevance, and results. The way financial institutions talk to their stakeholders can shape how they’re perceived, how much they’re trusted, and ultimately, how well they perform. And if you’re rebranding or pivoting in any way, that messaging becomes mission critical.
The New Financial Services Landscape
From traditional banking and fintech to Money Service Business (MSB) — think money transfer providers like MoneyGram and Western Union — the lines are blurring as the landscape evolves. Traditional banks are adopting fintech innovations to improve efficiency, while many fintechs are now seeking banking charters to offer more traditional, insured products, and focus on specialization and growth in underserved niches. Transformation is also taking place in the MSB sector, and how each company communicates their compliance, security, and modernization efforts is essential to maintaining trust and business operations.
Let’s take a look at Western Union and how this MSB has evolved it’s narrative to meet the moment, embracing a digital-first strategy and reshaping how it connects with consumers, regulators, investors, and employees alike. This isn’t just PR or public affairs. It’s integrated strategic communications in motion.
Western Union’s Rebrand: A Masterclass in Messaging
Founded in 1851 as a telegraph pioneer, Western Union has transformed from a money transfer giant into a digital-first financial services provider. Realizing that relevance requires more than offering fast money transfers, the company is telling a new story, and defining a new era focused on digital innovation, financial inclusion, and customer-centricity. And their efforts are paying off. In 2021 they were the “FinTech Breakthrough” award-winner, recognized for merging global cash networks with modern APIs to transform financial connectivity with consumers, regulators, investors, and employees alike. In 2023 the company refreshed its logo to represent a more integrated, global and progressive future. Most recently, Western Union announced its “Beyond” strategy, introducing its own USD stablecoin (USDPT), expanding its Digital Asset Network, and integrating digital wallets with its vast retail network for instant, cross-border payouts.
Their rebrand, while including an updated logo, isn’t just visual. It’s strategic. From updated messaging and sleek new platforms to enhanced customer experiences, the move signals a broader change: Western Union isn’t just evolving — they’re engaging.
For stakeholders — from regulators to partners — this transformation requires clear, consistent communication. A modern brand needs modern messaging that speaks to trust, innovation, and alignment with today’s financial landscape.
Why Integrated Messaging Is a Must in Finance
In financial services, disjointed messaging is more than an inconvenience — it’s a liability.
Fragmented communication can confuse investors, unsettle customers, and invite unwanted scrutiny from regulators. That’s why integrated stakeholder engagement — delivering aligned, compliant, and empathetic messaging across every audience — is a strategic must.
Done right, it:
- Controls the narrative during sensitive transitions
- Reduces reputational risk before issues escalate
- Builds confidence internally and externally
- Signals to regulators and media that you’re leading, not lagging
Especially during moments of transformation — whether it’s a merger, digital pivot, or policy shift — this approach keeps your story tight, timely, and trusted.
Integrated Strategic Communications: The Proactive Force in Financial Services
Integrted strategic communications ( ISC) blends the discipline of public affairs and public relations into a data-driven, cohesive strategy, moving beyond tactical execution to drive long-term business goals. By managing brand reputation and influencing the regulatory landscape, ISC ensures impactful and consistent messaging.
A critical role in the financial ecosystem, ISC serves as the essential link between complex technological innovation and successful user adoption. Their function involves distilling intricate advancements such as AI and blockchain into clear, accessible, and customer-centric narratives to build digital trust and drive engagement through data-driven, hyper-personalized messaging.
Public affairs professionals serve as the bridge between your financial institution and the audiences that matter most. They work alongside legal and compliance teams to ensure your messaging is not only persuasive but also bulletproof. And, importantly, they help organizations shift from reactive fire drills to proactive influence.
Whether it’s preparing for a new regulation, managing stakeholder sentiment during a product rollout, or navigating political pressure, ISC ensures your brand isn’t just communicating — it’s connecting.
Best Practices: How to Build Trust Through Messaging
So, what does great integrated messaging actually look like?
Here are five proven practices to get it right:
- Start with Internal Clarity
If your employees aren’t aligned, no external message will land. Begin with unified internal communications during transitions, policy changes, or product launches. - Tailor by Audience
One size doesn’t fit all. Regulators, investors, customers, and employees each require messages that address their unique concerns and interests. - Stay Consistent Across Channels
Whether it’s your CEO’s LinkedIn post, an ESG report, or a press release — your tone, facts, and values should sing the same tune. - Keep Compliance in the Loop
ISC is not about spinning — it’s about building trust. Work hand-in-hand with compliance teams to maintain defensible messaging. - Be Transparent (Especially When It’s Tough)
Financial brands that embrace transparency during crises or pivots recover faster and build deeper loyalty.
Winning Examples: Financial Brands That Nailed It
Western Union isn’t alone in effectively evolving their narrative. Here are a few more brands that got their messaging right:
- PayPal navigated regulatory shifts with clear, forward-looking narratives that emphasized compliance and innovation, not resistance.
- Chime, during customer service outages, took a transparency-first approach — turning frustration into an opportunity for empathy.
- JPMorgan has leaned into tech-forward storytelling, positioning its legacy systems as adaptable and future-ready.
- Plaid’s new brand positions them as the ‘fabric of financial progress,’ signaling their evolution from a data connector to a secure, fast, and comprehensive financial network for the digital future.
- Stripe’s evolution is driven by its “increase the GDP of the internet,” mission, signaling a brand pivot from a simple API servicing startups to a full-stack suite of financial and payment products.
- Revolut’s transition from travel card to super app for all financial needs is built on messaging about functionality with an emphasis on regulatory compliance, security and trust ahead of their IPO.
These brands are not just responding to just change — they are leading with messaging that reflects values, vision, and strategy.
How Hummingbird Communications Helps Financial Brands Fly Higher
At Hummingbird Communications, we understand that financial messaging is both an art and a science. That’s why we blend the discipline of public affairs and PR, delivering an integrated strategy that aligns messaging across all channels to build trust, authority, and consistent brand identity — services that directly advance organizational goals and help financial service clients rise above the noise.
Our approach includes:
- Stakeholder Mapping
Know who you’re talking to — and what matters most to them. - Reputation Risk Assessment
We spot vulnerabilities before they spiral into crises. - Narrative Development & Amplification
From mission statements to executive thought leadership, we help your story stick. - Policy Monitoring
We anticipate regulatory risks, identify political volatility and new opportunities in real-time. - Crisis Readiness & Recovery
When challenges arise, we bring clarity, calm, and a roadmap to reputational resilience.
Whether your brand is navigating digital transformation, adapting to regulation, or updating its identity — our integrated strategies ensure your messaging earns trust and drives impact.
Trust Starts With the Right Message
In the financial services industry, trust isn’t a tagline — it’s your currency. And in a time of disruption and digitization, how you communicate can make or break your brand’s future.
The financial service rebrands we highlighted in this article show what’s possible when messaging is treated as a core business strategy.
So ask yourself: Is your brand speaking clearly, confidently, and consistently to the people who matter most?
If not, now’s the time to start.
Learn how integrated communications and stakeholder engagement drives relevance, resilience, and reach in today’s evolving financial services landscape.
Visit www.hummingbirdcommunications.org to explore how we can help.
Recent Comments