Runner up: Strategy (formerly MicroStrategy)

someone somewhere needed a promo...

Followed by gross new brand styling

Could've at least gone with calling themselves "Wise.com" or something, like "Make.com" does.

Got nothing on "X" though. Have yet to hear someone in person say "on X" rather than "on Twitter".

Really? You don't like the pea-soup on vomit color scheme?

I've been a loyal user of wise for more than a decade, since I used them to pay for my cross-currency wedding, and I can accept the name change since they wanted to show they were more than just money transfer (but just make it "bankwise", ffs), but the new brand style was a disaster.

Notice they dialed it down over time,it's now more neutral than at launch, so someone must have listened to the complaints.

I've been with them a while also and haven't noticed a huge change apart for switching the colour from blue to green?

Site from 4 years ago "The cheap, fast way to send money abroad" https://web.archive.org/web/20210305145221/https://wise.com/

vs now "Send money globally for less" wise.com

They also switched to the peculiar slanted round font ("wise sans"), and padded every page with whitespace so it has a much lower information density. The actual experience past login never had much so yeah it's not as much a change as the public branding.

But mostly, it's the light-green-on-dark-green text which I dislike, and I _think_ they dialed down its usage compared to e.g. the brand announcement[0] and how the blog looks[1] compared to the main site. Then again, de gustibus.

[0] https://wise.com/community/en/brand-new-look [1] https://wise.com/gb/blog/welcoming-libby-to-the-board

Oh yeah, the second one [1] is kind of ugly.

I think it's kind of a status thing that you can afford a short word domain like wise.com. But yeah, in conversation I still call them transferwise.