• by Fern Siegel , March 22, 2022

DailyPay has launched a new cross-platform U.S. rebrand effort. Colorful display ads will run on billboards, mobile and desktops.

The focus is “rewriting the invisible rules of money.”

Wolff Olins is responsible for the creative for the fintech company. DailyPay integrates with company payroll systems to enable real-time access to earnings, enabling workers to access their pay on demand.

The campaign re-positions the brand as a company that promotes transparency and redefines how money moves between employers and their employees.

The DailyPay brand vision challenges the traditional pay cycle, providing people daily earnings versus a biweekly or weekly paycheck. It claims to give people greater financial flexibility to keep up with the demands of their lives. Or as one ad reads: “Two weeks was too long.” With Daily Pay, you see your pay in real time.

Research from the Aite-Novarica Group in August 2011 found that having access to pay as its earned can help the many who survive paycheck to paycheck — and are often forced to use predatory financial services.

Much as the pandemic has disrupted in office vs. remote work, Daily Pay cements the demand for a disruptive financial platform.

"When we committed to building our brand, we knew we would need something strong enough to support where we are today, but flexible enough to take us into tomorrow,” Jeanniey Walden, Chief Innovation and Marketing Officer, DailyPay, said of the creative work.

Clients that utilize DailyPay include Kroger, Adecco, T-Mobile, Dollar Tree and McDonald’s. Some 80% of Fortune 200 companies that offer on-demand pay use DailyPay, according to the company.

In May 2021, DailyPay announced it had secured $500 million in capital. The company reported it grew revenue by 141% in 2020 and released a suite of new products and services that benefit employers, including tools to enable off-cycle payments. It also launched ExtendPX, its proprietary white-label solution for payroll/HCM companies.