Razer Fintech, the financial technology arm of Razer Inc., together with its B2B payments unit, Razer Merchant Services (RMS), announced a rebranding initiative today.

The company unveils a new single name, logo, and identity as Fiuu, in a statement, they said this signifies its ambitious plans to become a leading force in the future of digital payments.

Fiuu, set to operate as a standalone subsidiary of Razer Inc. moving forward, aims to empower both the businesses and individuals by their evolving payment needs. This strategic move reflects the company’s commitment to providing innovative payment solutions to merchants worldwide.

A part of this rebranding exercise, Lee Li Meng will be passing the helm to Eng Sheng Guan as Chief Executive Officer and will take on a new role as Executive Chairman of Fiuu, effective 1 March 2024.

With Sheng Guans’s extensive experience of more than 25 years in the payments industry and proven leadership, the new rebranded company said his appointment heralds a new chapter of growth and innovation for the company.

“Our rebrand goes beyond just a name change; it embodies our vision to Power Future Payments. We strive to create seamless and empowering payment experiences that propel commerce into a new era. With Southeast Asia’s digital economy booming and projected revenue set to hit US$295 billion by 2025, our commitment to innovative payment solutions gains even greater significance.”

said Li Meng.

“This rebranding exercise marks a significant milestone for the company which has grown significantly over the past few years and it allows the fintech business to continue its path independently from the Razer brand, which is gaming focused. I am proud of the achievements of the team, and I trust Sheng Guan will be able to take the company to greater heights with the continued support of our merchants and scheme partners.”

Since its inception, Razer Fintech has established itself as a leading force in the digital payments industry in Southeast Asia, pioneering many new initiatives with the support of key merchants and scheme partners as we saw the industry evolve rapidly especially with the acceleration of digital payment needs as a result of the Covid pandemic in 2020.

In 2023, Razer Fintech Merchants Services bagged the award “Top Payments Startup” in Fintech News Malaysia’s inaugural Fintech Frontiers Awards.