When we launched Foresight in 2022, we had one goal: accelerate financial inclusion, protect those that serve them. The world didn’t know anything about us, so we had to be very focused on what we wanted people to know, which was our mission. This focus on an extremely clear mission translated quite literally to our brand. Since then, we became we've been covered by some of the largest press organizations in the world, spoken on global stages including SXSW, and we're now backed by some of the best investors in the nation.

But we always had bigger ambitions beyond lending automation. Over time, we became much more than a loan software, and even serving many more institutions and businesses than just lenders. Our previous brand was too limiting. We needed to evolve it if we wanted to grow into an iconic and loved one, representing and supporting the entire new industry of finance.

Over the last year, we embarked on a journey of self-discovery to understand our purpose, who we serve now, and what the future of our brand could be. Brands are living organisms, and this is just the first step into becoming one we’re proud of, but we’re excited to share what we’ve learned so far.

What is a brand?

In my view, a brand is the externalization of your core beliefs. It’s about telling the world what you stand for, in big and small ways. From billboards to how we build products to the copy on the footer of the email we send customers everyday, every touch point is an opportunity to craft a connection to existing and prospective customers, and clearly convey who we are. You know that feeling you have when you open the box of an Apple product, or when you finish scrolling a page on an iPhone and the scroll bounces beautifully? This is Apple conveying their brand, in big and small ways. It’s their way of saying “we cater to those who care about the details, the polish, and want to be at the intersection of liberal arts and technology.”

"Great brands have a certain magic to them. It took me a while to understand where this magic comes from, but every time “what a company stands for” aligns with the values of their customers, the magic happens."

But brands are not about what you do. They’re about why you do it. “Financial inclusion” is our what. It’s impossible to align values solely around “financial inclusion.” It cannot be our brand, because “financial inclusion” is just the subject in which we operate. It’s not who we are. To find our why, we need to look inward. At the core of our company is the idea that accomplishing big, great things is just a matter of putting yourself to it. It won’t be easy, but why wouldn’t we build our company to its full potential? Why wouldn’t we help our customers build their own companies to its full potential? Why wouldn’t we help our employees live their careers to their full potential? We cater to people who share this same belief. Those who want to achieve the best version of themselves, who approach life with a growth mindset and are willing to reinvent themselves in pursuit of greatness. Their own greatness, in their own way. But still greatness.

With that in mind, we started with our mission statement. Our mission is our true north. It’s about why we exist in the first place. It’s the single, unified goal that all of us are behind. It encompasses everything we’ve done in the past, and everything we will do in the future. It is the same for every single person in the company, across every team. It aligns our success towards the success of our customers, and represents the role that the company plays in the greater good.

Our mission is to accelerate financial inclusion, while protecting those that serve them.

Over the past 20 years, the internet made accessible everything you need to run a business to its full potential: communication tools, data analytics, marketing software, infrastructure — except for money, which is so critical for the success of every growing company. The new generation of businesses is doing things differently, in ways that require new and modern tools that our customers use to support the new way of doing business. To truly realize their full potential, they need new financial infrastructure catered to this new way of thinking and speed, so they're ready to power growth instead of preventing it. This is what we build at everyday, and how we plan on enabling growing companies.

Our new name

Cyphr’s premise is that businesses should have access to the capital they need, when they need it. That’s not the way it works today.

We think financial data’s role in money movement isn’t just an accessory for the financial industry’s most high stake decisions—it’s the fundamental foundation for understanding both consumer and business behavior. Yet, understanding this data at scale is still an unsolved problem.

Fragmented, incomplete, and inconsistent financial data creates a problem for Cyphr’s customers - leading us to an opportunity to accelerate money movement and protect those facilitating this movement by solving data quality issues.

By de-CYPHR-ing this data, we can enable and support money movement across the globe. It was with this realization, Cyphr was born.

Our Vision

Our deep dive inward paired with our mission and new outlook on product, were the combination we needed to lock in on a larger, deeper, more impactful vision.

Our vision is a world where money moves freely.

What does that mean to us? It means a more inclusive and dynamic financial ecosystem. It means zero to low barriers when accessing or deploying capital.

Our new logo

Our vision and mission statements gave us a clear idea of what we stood for. But as we started exploring the visual representation of our brand, we wanted to convey the idea of