Beyond Transactions

Insight

For immigrant communities, sending money home is not just a transaction. It is an emotional responsibility rooted in trust, family, and cultural connection. While Remitly is functionally strong and widely used, its digital presence and communications underplay the emotional stories and cultural moments that truly drive loyalty and advocacy.

Challenge

How might Remitly move beyond being perceived as a reliable money transfer app and become a culturally relevant brand that people emotionally connect with, trust instinctively, and talk about across digital platforms, media, and real-world experiences.

Idea

Position Remitly as a brand that enables connection, not just currency. By integrating a stronger emotional narrative across digital touchpoints, earned media, a lifestyle TV segment, and a community-led cultural event, the campaign brings Remitly’s purpose to life wherever its audience engages, from screens to shared spaces.