Aura pay. The social fintech empowering migrants through inclusive finance.

Aurapay came to Folks as a promising project: a functional product with a clear intention—to improve the lives of migrants through inclusive financial services. However, the brand was not yet ready to support such an ambitious mission. The challenge was to help it evolve from a single-solution offering into a scalable financial ecosystem capable of expanding across Latin America, the United States, and Spain. Together, we worked to clarify its value proposition, amplify its purpose, align its strategy with a scalable business model, and build a brand prepared to lead with social impact.

The foundation of the process was in-depth research into the real challenges migrants face—functional, emotional, and structural. Through interviews, internal analyses, and a thorough study of political, economic, social, technological, environmental, and legal factors, we identified key tensions such as digital exclusion, economic precarity, and cultural invisibility. These difficulties became strategic insights that guided all the work. At the same time, we detected trends such as the growth of digital wallets, the role of women in remittance flows, and the pursuit of cultural identity—elements that helped define the brand’s social role and value proposition.

Aurapay’s strategic repositioning redefined its purpose, positioning, brand experience, and messaging. Everything revolved around one central idea: enabling every migrant to move forward without limits. From that purpose, the brand positions itself as an inclusive, empathetic, and innovative fintech capable of breaking down barriers and transforming a traditionally hostile financial experience into a tool for daily empowerment. Under the idea “Lead the way, relieve life,” a long-term roadmap was created with strategic KPIs, user experience principles, and social impact metrics, all anchored in three guiding behaviors: empower, include, and transform.

Aurapay’s new identity was designed with a clear goal: to represent migrants. Every visual element—colors, shapes, and symbols—draws inspiration from Latin American cultural codes to create a genuine emotional connection. The color palette, typography, and symbols convey trust, warmth, and movement, while also expressing diversity and a sense of belonging. In a sector where many fintech brands project a distant, generic image, Aurapay stands out as human, approachable, and reflective of its users. A brand that not only accompanies them in their transactions but also in their journey toward a life with more opportunities and fewer barriers.