Redefining the Future of Fintech with a New Category and Brand

PE Accounting faced a major identity challenge. Were they a consulting company or a financial platform? It was clear they were no longer just an accounting solution, however, its brand and messaging remained anchored in its legacy, causing confusion both internally and externally. Without a clear category or positioning, PE Accounting struggled to articulate its true value and unique approach in the competitive fintech space.

Sköna partnered with PE Accounting to uncover its core strengths and reposition the company for the future. Through a deep discovery process, we identified the need for a new category—Finance as a Service (FaaS)—which encapsulated Kleer’s ability to provide an end-to-end financial solution for SaaS and consulting businesses.

A new name was essential to break free from past perceptions. Kleer was chosen to reflect the company’s commitment to providing clarity, insights, and a full financial overview. The new brand identity featured a modern, minimalist logo with arrows symbolizing growth, movement, and guidance—helping customers navigate their financial landscape with confidence.

Kleer’s launch in December 2024 was met with enthusiasm both internally and externally. The new brand and category positioning provided a strong foundation for future growth, resonating with key audiences and establishing Kleer as a thought leader in the fintech space.

The refined messaging and design system created a cohesive, standout identity in a crowded market, reinforcing Kleer’s promise to provide clarity and direction for businesses. With a bold new brand and a category-defining approach, Kleer is now poised to lead the way in the next evolution of the fintech ecosystem.