Through the archway – Azentio’s bold new look and what it means for the future

Emma Foley

Chief Marketing Officer, Azentio

We’ve been keeping this under wraps for a while, and now I finally get to say it: Azentio has a new look.

And no, it’s not “just a logo.” It’s not a font swap or a colour tweak. It’s bigger than that. It’s about who we are, how we show up, and where we’re going next.

Why this matters

As CMO, I’ve lived this rebrand from the inside. And here’s the truth: branding isn’t a nice-to-have or a design exercise. It’s how people see you. It’s the split-second moment they decide whether you feel credible, relatable, trustworthy.

Trust is everything in our industry and you don’t win it with flashy campaigns. You win it by being consistent, by saying what you mean and following through. This rebranding is about making that clearer than ever.

The archway and the green

You’ve probably noticed the archway in the new logo. We didn’t pick it because it looks elegant (though I think it does). We picked it because an arch is a symbol of movement. You walk through an arch when you’re heading somewhere new. That’s the whole point. Azentio is about change, progress, and helping clients step forward into their future.

And yes, we went with green. Not because of my passport colour (for the record, Irish passports are burgundy). Green felt right because it signals growth, renewal, and energy. Every day, we’re in the business of helping clients grow. It’s a colour that fits.

Built from the regions we serve

This wasn’t about slapping together a generic “tech company” brand. We wanted something that reflects the markets where we actually work, the Middle East, Africa, Southeast Asia.

That’s why the new design language pulls from local influences. Geometric patterns from Islamic art. Bold colours from African fabrics. Textures you see in Southeast Asian architecture. This is a brand that celebrates the regions we call home, not one that tries to airbrush them out.

What it means going forward

So, what does all this really mean? It means we’re not standing still.

The brand refresh is a signal, to our clients, our partners, and ourselves, that Azentio is stepping into a new chapter. One where our technology is sharper, our culture is stronger, and our purpose is clearer. We’re doubling down on delivering financial services technology that helps banks, insurers, and enterprises stay ahead of change.

But it’s not just about products. It’s about relationships. It’s about culture. It’s about building confidence in the markets we serve.

And, honestly, this is only the start. We’ve got new launches coming, fresh initiatives on the way, and a pipeline full of work that excites me. The new look isn’t a finish line, it’s a starting point.

Final thought

For me, this rebrand was never just a design. It was a head-and-heart exercise. The strategy mattered, but so did the feeling. And what I feel now is that Azentio is clearer, stronger, and more connected to its mission than ever before.

We’re not just embracing change. We’re driving it. And I couldn’t be prouder to walk through this archway with all of you.

Emma Foley

Chief marketing officer, Azentio