The company has retired its blue color for something closer to the world’s currencies.

According to a blog post about the change, “We have driven irreversible change in an outdated industry and shone a light on hidden fees. So step one was to regain this challenger spirit. Creating a brand that is deliberately different.”

Wise, formerly known as TransferWise, was launched in 2011 by two Estonian friends, Taavet and Kristo, who were tired of paying high fees and receiving bad exchange rates when transferring money between their accounts in different currencies. They created a workaround, using the real exchange rate and transferring money between each other's accounts without extra charges or stress. 

Realizing that others might benefit from their solution, they founded TransferWise, which has since expanded to offer multi-currency accounts, debit cards, and business accounts, and changed its name to Wise. 

The company's mission is to provide a better way to move money across borders, making it faster, more convenient, and eventually free. 

Today, millions of individuals and businesses use Wise to manage their money internationally, holding balances in over 50 currencies and using the debit card to shop and spend while abroad. Wise partners with banks and companies like Monzo, Bolt, and GoCardless to offer better international banking. 

The company believes that sending money should be low-cost, fair, easy, and fast, and they show all their fees upfront to ensure transparency and fairness in finance.