What does the future look like?

We’ve rebranded. But, this isn’t just a fresh coat of paint. It’s a full identity evolution that reflects our growing maturity and bold new purpose in a near-future world. A world where the most advanced technology is used to solve one of humanity’s most universal challenges—money.

Our new brand signals a strategic shift into Cleo’s next chapter. We’ve gone from a scrappy app with big opinions to something far bigger—an AI financial assistant that millions now rely on everyday (with big opinions). 

We’ve grown up alongside our users, and today, we’re excited to be stepping into the future together. We’re more ambitious, more intelligent, and more committed than ever to changing the way the world feels about money.

A brand designed for the future

Cleo is a product of the future, an incoming dream that we had to design into existence. 

With creative partners*, we reimagined Cleo’s identity using the very thing that powers our product—AI. Tools like Midjourney, Runway, Claude, Kling AI, and more helped us push boundaries, generate concepts, and build a visual language for a near-future world. One where finance feels more intuitive, personal, and human.

This wasn’t about jumping on a trend. It wasn’t about efficiency (entirely). It was about imagination, and using AI as a creative co-pilot within a human-led process to help us bring something radically new to life.

We started by rejecting the design tropes that dominate fintech and AI. While 75% of fintech brands lean blue to signal trust (guilty as charged!), we now choose warmth and depth. Cleo’s new signature color is a rich cocoa—grounded, inclusive, and calming in all the right ways. We like to think of it as trust, without the coldness. (And yes, we clocked that Pantone’s Color of the Year is Mocha Mousse. We were just a little ahead of the times.)

Our new typography was designed to be both expressive and legible. Type you’d actually want to spend time with. It adds personality without overwhelming, and is built to stretch across all the ways we show up—from playful in-app interactions to thoughtful long-form storytelling.

Then there’s our lifestyle imagery. A dreamlike blend of AI-generated scenes and real-life texture. Think the hazy softness of memory meets the crispness of modern editorial. It’s designed to feel a little surreal and deeply familiar all at once, because honestly, isn’t that what money feels like?

Everything you see in the new brand—every shape, every shade, every weirdly beautiful visual—is built to evoke something bigger. It’s about building a relationship with your money that actually feels good. Because finance shouldn’t feel sterile. Or corporate. Or cold.

It should feel like Cleo.

Still Cleo, just leveled up

While the look may have changed, Cleo’s voice hasn’t, and never will. 

We want to be very clear that this rebrand isn’t about starting over. It’s about scaling what’s always made Cleo different. A bold, no-BS tone of voice that feels more like your big sister than your bank. The same wit, warmth, and radical honesty that built trust with millions is still here, just wrapped in a more expansive, elevated identity that can stretch into the future.

We didn’t tone it down. We turned it up with more intention, more clarity, more power. Because as we grow, our voice has to carry further—across new audiences, new platforms, and new parts of the world. But no matter where Cleo shows up, she’ll still sound like Cleo. Always on your side, and always keeping it real.

Built for everyone navigating a broken system

As Cleo’s voice reaches further, so must the brand behind it. One of the biggest intentions behind this rebrand was to make sure Cleo speaks to anyone who’s ever felt left behind by traditional finance, which is to say, most of us.

We’ve loved building Cleo for a young, values-driven audience. But what makes our community truly special is how diverse it’s become. Sure, there are plenty of twenty-somethings. But also thirty-somethings. Forty-somethings. All-the-somethings. 

We needed a brand that could meet people where they are. Something that still feels fresh and relatable, but also grounded, inclusive, and capable of supporting people through every chapter of their financial life.

Because just like Cleo’s voice, our mission hasn’t changed. We’re here to change the world’s relationship with money—and in this next chapter, we’re doing it on a global scale.

We invited AI into the creative process, on our terms

Cleo has always been powered by AI. But how we use it, and why, has always mattered just as much as what it enables. That’s why, when it came to reimagining Cleo, we didn’t just allow AI into the process. We invited it in, on our terms.

This wasn’t about speed, cost-cutting, or replacing human creativity. It was about using AI as a medium for imagination—a tool to push further, go weirder, and build something entirely new. 

Together with our creative partners at DEPT® and OddCommon, we used tools like Claude, Cursor, Midjourney, Sora, and Kling AI to explore textures, shape visual concepts, and expand the boundaries of what a financial brand could feel like. And while much of the world is still debating AI’s role in creative industries, our stance is clear:  There is no better tool for bringing wholly new, never-been-seen-before worlds to life. 

Cleo’s always been built different. Now, we’re built for scale.

Cleo started as a bold challenger. A chatbot with a mission to flip the script on finance. But what began as a scrappy disruptor has grown into a category-defining AI assistant that lives in millions of Americans' back pockets.

The last few years have been transformative. We’ve scaled fast, but with deep intention. In 2024 alone, we reached $186 million in Run Rate Revenue (ARR) and doubled our global team to supercharge our technical capabilities and product velocity. 

We’re not sharing those numbers just to flex. That kind of scale means something. It raises expectations. It expands our reach. And it demands a brand that can keep up—one that reflects the intelligence, maturity, and ambition of the platform Cleo has become.

So this rebrand isn’t just a design refresh. It’s a reflection of who we are now—and where we’re headed next.

Cleo worked with creative partners DEPT® and OddCommon.