How do you evolve the brand of a Trade Finance AI pioneer so it earns attention from the world’s biggest banks and turns that attention into pipeline?

Conpend.ai

Background

Conpend is a category pioneer in Trade Finance AI. For more than a decade, they’ve applied AI to document processing, compliance and complex trade workflows for some of the world’s largest banks, including BNP Paribas, ING, Santander, UniCredit and Commerzbank.
Despite the strength of the product and client base, the brand wasn’t fully reflecting Conpend’s position in the market or the commercial value of the technology itself.

The aim

Conpend’s CRO came to us with a clear commercial brief: evolve the brand so it reflects the maturity of the business, sharpen the positioning of flagship product tradeAI, and create a clearer link between marketing activity and pipeline growth.

A man stood in a server room holding a laptop

Developing the brand

We worked with Conpend to evolve the brand from the positioning upwards. That included refining the brand messaging, developing a more distinctive visual identity system and evolving the website around the audiences that influence and buy within trade finance, from operations and compliance teams through to IT and finance leadership.

The visual system introduced a parallelogram design language, a refined navy-and-red palette, a refreshed wordmark and a more cohesive structure across the product family. We also developed a new strapline: Confidence in every trade decision.

Across the website and messaging, the focus was on clarity, commercial value and helping prospects quickly understand the operational cost of inefficient trade processes.

Marketing activation

To support the relaunch, we developed Fixing the Trade Finance Value Leak, a research-led report built around insights from 40+ banking organisations.
The report explores how legacy trade workflows can create millions in operational inefficiencies for mid-to-large banks, giving Conpend a commercially credible way to lead conversations around change within the sector.

Alongside the report, we supported targeted LinkedIn activity, email outreach and sales enablement materials designed to help turn awareness into qualified opportunities and strengthen tradeAI’s position within the market.

Visual of the Conpend Trade AI Customer Day email

What’s next

With the evolved brand and tradeAI campaign now live, we continue to support Conpend as they expand their AI offering into new products and regulated environments, applying the same commercially focused approach across the next stage of growth.

A mockup of two Case studies covers left & right and the TVLR cover in the centre

A visual of the Trade Value Leak Report web landing page

A female senior banker sat at a desk working on a laptop in a candid shot

Testimonial

“Starbots helped us evolve our brand into something that better reflects both the maturity of our product and the scale of the opportunity ahead. The depth of research, clarity of positioning and speed of delivery gave us a stronger platform to go to market with confidence.”

Nick Jacobs, Chief Revenue Office, Conpend

Inside The Project

“The response from Conpend’s leadership and sales teams has been incredibly positive, proof that the new positioning is doing meaningful commercial work, not just changing perception visually. We’re now supporting Conpend’s wider digital outreach and helping strengthen their presence around major trade finance events including Sibos Miami and GTR UK 2026.”

Gavin Cooper, Digital Services Director, Starbots Creative

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