Skyro rolls out new identity ahead of wider international expansion

Skyro has begun rolling out a refreshed brand identity in the Philippines as the digital finance platform broadens its offering beyond consumer financing and prepares for further international expansion.

The new identity, centred on the tagline “Naturally, yours,” will be introduced progressively across the redesigned Skyro Philippines app, customer communications, partner materials, advertising and other brand touchpoints.

Launched in the Philippines in 2022, Skyro now has more than seven million registered users and a credit portfolio exceeding US$200 million. The business also reached operating break-even in the first half of 2026.

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The Philippines is Skyro’s most mature market and will be the first to adopt the refreshed identity before it is rolled out across the company’s other markets. The company is also using capabilities developed in the Philippines as it expands internationally, including its planned entry into Saudi Arabia announced in August.

According to Skyro co-founder and co-CEO Arsen Liametov, the refreshed identity reflects the company's move towards a broader financial relationship with customers.

“We want to move beyond one-off lending and become an everyday financial partner, offering a broader set of products that support people and small businesses through different moments in their lives. Our ambition is for Skyro to fit more naturally into those moments, building lasting relationships with customers as their needs evolve. The new identity reflects that direction and gives us a platform to build on what we have proven in the Philippines as we enter new markets,” Liametov said.

The new visual system is built around the idea that financial services should fit naturally into people’s lives, rather than being limited to individual transactions. Skyro said this can include everyday family expenses, major purchases, celebrations, milestones and future plans.

At the centre of the new identity is a mark inspired by the analemma, the figure-eight pattern created by the Sun’s changing position in the sky over a year. The design connects with the “Sky” in Skyro’s name, while representing continuity and flexibility.

The rebrand also comes as the company expands its financial product offering. Skyro said its proprietary AI-driven credit decisioning model uses alternative data and advanced analytics to assess applications, allowing it to make faster credit decisions and serve customers who may be underserved by conventional lenders.

In the Philippines, Skyro works with more than 10,000 partner stores and over 3,000 merchants, with SMEs accounting for more than 60% of volume.

One example of the company’s shift beyond one-off financing is SkyroCredit, a reusable digital credit line launched through QR Ph. Customers can use their available credit, repay what they have used and access the credit again without submitting a new application.

Skyro co-founder and co-CEO Nasim Aliev said the company’s original positioning no longer fully represented the business it has become.

“Skyro started with a simple idea: use AI and alternative data to make credit faster and more accessible for people who are often underserved by traditional lending. That model has proven itself, and the business has now grown beyond its original focus. With SkyroCredit already launched, more features designed around customers’ needs on the way, and new financial products in development, Skyro has started to outgrow its old branding,” Aliev said.

“This rebrand gives that evolution a clear identity and a platform for what we are building next. Whether that’s making a purchase, upgrading something at home, getting something you’ve been wanting, or simply making your next move possible, we want Skyro to give people more ways to move forward.”

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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