Our Brand

As a brand, Tink knows that finance doesn’t stand still. When we started out in 2012, our ambition was to increase consumer choice – and change financial services for the better. By opening up access to financial data, we knew we could help create a better and fairer financial system that puts the needs of consumers firmly at its centre. That’s still the case. We power the pioneers of data-driven financial services, so they can amplify their understanding of their own customers and leverage this insight to constantly develop their user experience. Today, as part of Visa, we serve some of the world’s largest financial institutions with a comprehensive suite of services across payments, banking and lending that take open banking even further. As we’ve evolved, our voice has developed too. That doesn’t mean our personality has changed – we’re always a champion for our customers. What does that look like? We’re confident, but not arrogant. We’re comfortable leading the way, and we want this for our customers too. We aim to inspire, without complicating things. And above all, we’re here to empower you – as a provider of financial services, or someone who uses them.

Vision

A world where finance works for everyone

We want to empower a better, fairer financial system that puts the needs of consumers firmly at its centre. From facilitating more seamless account-to-account payments, hassle-free onboarding and effective engagement, to informing better risk decisions and supporting responsible lending.

Mission

We power the new world of finance

We serve some of the world’s largest financial institutions, and for more than a decade we’ve powered the pioneers of data-driven financial services to create competitive advantage and give businesses a much better understanding of their own customers. We’ve helped our customers take new digital services to market faster, reduce costs, streamline processes and help eliminate complexity for consumers. And we’ll continue to power the pioneers and help create services that provide more consumer choice – building our platform out on a global scale to move from serving millions to billions of end users.

Brand promise

A market-leading payments services and data enrichment platform (new)

We empower our partners to take processes that are filled with friction and replace them with data-driven experiences – that help eliminate complexity for consumers.

Brand manifesto

We’re future proofWe know that finance doesn’t stand still. The platform we’ve developed helps banks, lenders, PSPs and merchants enable more seamless account-to-account payments alongside engaging services – built on companies’ own customer data. We offer our partners a comprehensive suite of services across payments, banking and lending that take open banking even further.

We’re made for market leadersOur heritage lies in powering pioneers – the financial service providers who were quick to recognise the value of being data driven. And as the industry evolves, we now power some of the world’s largest financial institutions – creating services that give consumers more choice. At our core, even as we move from serving millions to billions of end users, we’re here to help our partners replace friction with seamless experiences.

We build trustSince 2022, Tink has been part of Visa – one of the most trusted and recognised brands in the world. With Visa’s backing, we’re here for the long term, as part of a company that has the experience of building a trusted, resilient global financial network. Leveraging Visa’s rich heritage, we continue to invest in our products and services in Europe and beyond – helping to build consumer trust in data-driven financial services by delivering a world-class technology platform to our partners.

Brand narrative

Founded in 2012, Tink was born in a time of disruption, reinvention and change across several industries – from music and entertainment to transport, it was all going digital. The idea was to bring this shift to financial services, giving the consumer more power, and creating great digital experiences that worked for them. Getting people closer to their finances than ever before, and making managing money not just easy – but even enjoyable. We knew that by opening up access to financial data, we could help power a new world of finance. As a pioneer of open banking and data enrichment, we set out to help create a better and fairer financial system that puts the needs of consumers firmly at its centre. This ambition remains at the heart of everything we do. Fast forward to a post-pandemic era where we simply buy and pay, bank and borrow, communicate and share – all online. Open banking was the enabler that lit the fuse of the financial services revolution, and is a vital part of our heritage. And while open banking continues to be at the core of many of the services we offer, it’s one element of the value we bring to our partners – whether that’s banks, lenders, merchants or PSPs. As part of Visa since 2022, we’re uniquely positioned to offer our partners a comprehensive suite of services across payments, banking and lending that take open banking even further. This includes making more seamless account to account payments, onboarding new users more easily, engaging customers by making better use of first-party data, and using data to make better risk decisions. What we thought of as the new world of finance over 10 years ago is different from where we are now. Today, our payments services and data enrichment platform ensure we can continue to power the new world of finance for the next decade – and beyond.