Airwallex smashes ‘clunky’ business banking in new brand push

Airwallex is taking aim at outdated financial systems with a new global brand campaign, declaring an end to “clunky” business banking as it pitches a next-generation financial operating system for modern businesses.

The campaign, titled Future of Finance, marks the first major market outing from Accenture Song Media since the arrival of former Initiative leaders Mel Fein, Sam Geer and Chris Colter earlier this year. Creative was led by Special Australia.

The work dramatises legacy finance tools being smashed, steamrolled and demolished, before showcasing Airwallex products such as faster FX transfers, international accounts opened in minutes, AI-powered spend management and lower-fee payments - all within its all-in-one platform.

“Airwallex isn’t simply redefining finance, we’re reimagining it from the ground up,” Andrew Balint, vice president of marketing APAC at Airwallex, said.

“The proof is in the data: $900 million annualised revenue, $200 billion in transaction volume, and 13,000+ new customers in Q2 2025 alone. With Airwallex, the Future of Finance isn’t tomorrow, it’s here today.”

The Melbourne-founded fintech is currently valued at US$6.2 billion following its Series F raise in May. It says demand is being fuelled by businesses seeking global accounts, AI-enhanced products and seamless cross-border operations.

Dave Hartmann, strategy partner at Special, said the work was designed to “feel anti-category – bold, distinctive and proudly un-finance,” while Accenture Song ANZ managing director for media Sam Geer added: “This campaign demanded a media strategy just as bold. By harnessing the full power of digital, social and high-impact out-of-home advertising, we’re ensuring this message cuts through to businesses everywhere.”

The campaign will run across BVOD, SVOD, YouTube, Qantas in-flight, TikTok, Instagram, LinkedIn, Uber, and large-format out-of-home in airports, offices and transit hubs.