Ali Crédito | Rebranding
Ali is part of the BTG Pactual group, Latin America's largest investment bank. Focused on private payroll-deductible loans, the brand offers a unique platform that simplifies debt replacement — bringing autonomy, clarity, and savings to Brazilian customers.
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Problem Statement
Ali had a powerful solution — a platform that simplified debt reduction through payroll-deductible loans — but its brand narrative got in the way. Anchored in a fictional “Aliverso,” the messaging was overly complex and failed to communicate the product’s real value. As a result, HR teams and users saw Ali as just another loan provider, missing its true potential. The challenge was to simplify the brand and make its unique benefits clear and accessible.
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Solution
I repositioned Ali with a focus on clarity and relevance. The new brand highlights financial education, a simplified tone of voice, and the “Economizômetro” — a tool that helps users compare and reduce their debts easily. The result is a brand that’s more understandable for clients and more actionable for HR teams.
