Brand & BusinessDesignPress Release

Lista’s strategic rebranding positions it as a trusted partner in financial well-being

MANILA, PHILIPPINES — Financial management app Lista celebrated a momentous occasion at the end of September with a grand event to launch its new branding at Sanctuary in Makati’s vibrant Poblacion district. The event marked a significant shift in Lista’s mission, making it crystal clear that the company is now squarely focused on personal finance.

Since its inception in November 2021, Lista has been at the forefront of providing innovative financial solutions tailored to Micro, Small, and Medium-sized Enterprises (MSMEs). However, this rebranding initiative underscores Lista’s strategic pivot toward personal finance, aligning its services more closely with the financial aspirations of individual users.

“We are thrilled to rebrand our logo and overall look as we embark on this exciting journey towards providing easy-to-use personal finance tools and solutions,” said Aaron Villegas, Co-founder and CEO of Lista. “While we have been proud supporters of MSMEs, we also recognize the pressing need to empower individuals in their own financial journeys. Our rebranding signifies our commitment to this mission.”


The rebranding event featured the introduction of Finn the Carabao, who quickly won the hearts of attendees with his charm and relatability. This lovable character is set to become a prominent symbol of Lista’s aim of making personal finance accessible and convenient for every Filipino.

Khriz Lim, co-founder and COO of Lista said, “Finn the Carabao embodies the spirit of Lista. Finn serves as the personification of Lista’s mission: to help Filipinos effectively budget their money in line with their life priorities. It stands ready to guide and support users on their financial journeys, ensuring they have a trustworthy and friendly companion by their side.”

In addition to the exciting rebranding evening, Lista went a step further in its commitment to promoting financial literacy by offering a remarkable opportunity for its users to access their credit scores for just PHP 10, a significant discount from its actual price of PHP 199.

This special offer exemplifies Lista’s dedication to making financial education and empowerment accessible to all. In the future, Lista has ambitious plans to offer more promotions and initiatives aimed at raising awareness about the importance of financial literacy. These efforts are intricately linked to Lista’s core brand mission, which is to empower individuals to make informed financial decisions and achieve their financial goals.

As Lista pivots toward personal finance, it continues to innovate and expand its range of services to cater to the unique needs of individual users. The rebranding initiative solidifies Lista’s position as a trusted partner on the journey to financial well-being.

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