Paysafe

Paysafe offers payment solutions to businesses of all sizes. Only founded in 1996, it is one of the newer companies in the top 50. With a score of 7.38, it comes in at number 26.

Paysafe is the highest scoring brand in the technology sector and shines brightest for its brand idea and consistent use of its visual identity. The brand idea, ‘Plug into Paysafe’, is single-minded, sits at the heart of the brand and influences other brand components such as its purpose, values and personality. This provides a strong foundation for the visual identity, which is executed consistently across key touchpoints. We see an opportunity for Paysafe to improve its value set. ‘Pioneering’, ‘Courageous’, ‘Open’ and ‘Focused’ are punchy, but feel too top-level and not defined enough to guide everyday employee behaviours. The biggest opportunity for Paysafe lies in developing its ESG and sustainability strategy. Although it supports local communities with financial donations, it lacks an overarching strategy that works to identify, review and evaluate the impact of its business on the built and natural environment.