Greenlight Financial Technology Rebrands as Growth Accelerates Beyond One Million Parents and Kids

Greenlight Financial Technology, an Atlanta-based fin-tech company that empowers parents to raise a generation of financially-smart kids, just unveiled a major rebrand with a focus on shining a light on the world of money for parents and kids. The rebrand comes on the heels of Greenlight’s accelerated growth, recently surpassing the one million customer mark among parents and kids, a base that has more than doubled since the start of 2020. With Greenlight, parents can pay allowance, reward for chores and instantly transfer funds to their kids’ cards, saving trips to the ATM. Kids can shop online with their very own debit card under parental supervision, learning lessons in earning, saving, spending and giving along the way.

“We’re incredibly fortunate to accelerate the growth of our team and customer base during this unprecedented time. At the same time, we always strive to do more for the families we serve,” said Tim Sheehan, CEO and co-founder of Greenlight. “Our rebrand supports our next phase of growth and allows us to better connect with parents and kids from kindergarten to college. We hope the new Greenlight empowers families, inspires joy and instills trust.”

Greenlight collaborated with branding and design experience agency, Dear Future, to develop a modern and cohesive design system that speaks to families of all ages. The new aesthetic is rooted in the concept of milestones, representing the idea that kids are always growing, changing and reaching key milestones in their life. With their rounded edges, milestone shapes act as containers for photography, copy or illustrations, and they also connect to the aesthetic of Greenlight’s core product, a parent-managed debit card for kids. It was important, too, that the milestones have the same rounded, organic and playful spirit of the redesigned logomark.

Dear Future delivered a new set of brand assets that span customer touchpoints, including the redesign of the Greenlight debit card, which will be made available to families later this year. In addition, Dear Future redesigned the logo, website, social templates and page assets, welcome kit, email templates and merchandise. The design process was inspired by several ideas. First, every parent wants their child to have a financially happy and healthy life. Part of that means learning to provide for themselves and their future family, which makes financial education essential. Second, the digital, socially connected world is a potential minefield for kids, and having tools that allow you to safely guide your kids while giving them freedom to learn and grow is critical for parents. Third, all the research shows that the sooner someone starts saving, the better off they’ll be later in life.

“We sought to capture and elevate the spirit of the business and bring their mission to life. The team at Greenlight has created a product that is transforming the lives of kids across America and allowing them to enjoy better, brighter futures,” said Matt Kandela, CEO of Dear Future. "We wanted to create a brand that could live up to that and drive the next phase of explosive growth.”