NayaPay has been named Emerging Brand of the Year 2025 by the Brands Foundation, for a year where the fintech did more than just refresh its look.
Instead of a typical rebrand, NayaPay used it as an opportunity to rethink how a financial brand should feel. The new identity felt more human and expressive, and it didn’t take long for people to notice.
Over the past year, NayaPay became a familiar name across social media. Users didn’t just use the app, they shared it, talked about it, and brought it into their everyday conversations. That’s what made the difference. What started as a rebrand quickly turned into something bigger, a brand people could relate to and engage with.
With this win, NayaPay continues to stand out as one of Pakistan’s fastest-growing fintechs, showing how financial brands can move beyond functionality and build meaningful connections with their users.
