Global cross-border fintech platform Global E-Payment (GEP) has announced the completion of its group-wide brand upgrade, adopting the new brand name Payful. The company simultaneously launched two major product upgrades—expanding global payment collection services to emerging markets in Africa and Latin America, and introducing a new generation of virtual credit card (VCC) products.
This launch marks GEP, now the core brand of Payful Group’s international business division, entering a new phase as a global fintech infrastructure provider on its tenth anniversary. Moving forward, Payful will serve as the group’s overarching brand, unifying finance, retail, and international operations under a more open and collaborative brand system.
Since 2016, Global E-Payment has specialized in cross-border payments, currency exchange, risk management, and clearing and settlement. Its services cover over 100 countries and regions, supporting transactions in more than 20 currencies, providing comprehensive financial solutions for cross-border e-commerce, B2B foreign trade, and other digital enterprises expanding globally.
With the ongoing expansion and structural evolution of the group’s operations, the introduction of the Payful brand not only represents a refreshed image for the international business division but also reflects a strategic brand integration at the group level, aligning with the dual trends of globalization and localization. The goal is to support global business operations and treasury management with a more international brand identity and product portfolio.
The new brand logo draws inspiration from the streamlined Möbius strip, symbolizing the borderless and continuous nature of global financial services. The primary color is financial purple, complemented by tech blue, warm yellow, and deep space gray, conveying a brand identity that balances technological sophistication with trustworthiness. The name Payful combines “Pay” and “Full,” signifying “making payments more fulfilling and global commerce more complete.”
As key components of the brand upgrade, Payful’s international business has announced two core product enhancements: an upgraded global payment collection capability and a fully revamped virtual credit card product. The new Payful Card offers instant card issuance, multi-currency payments, and intelligent settlement, catering to various global expenditure scenarios such as advertising, SaaS subscriptions, business travel, and logistics.
Following the brand upgrade, Payful has positioned its international business as a “global emerging markets financial expert,” with a core value proposition centered on “trust, savings, and speed.” The company will continue to enhance its global account system, clearing and settlement network, and compliance framework, focusing on serving cross-border e-commerce, B2B foreign trade, and other businesses expanding overseas. This enables these companies to transcend boundaries across multiple scenarios and currencies, ensuring every transaction is trustworthy, cost-effective, and fast.
Additionally, Payful will prioritize technological innovation as its core driver, building a group-wide brand ecosystem that fosters synergy across finance, retail, and international business divisions in product development, data utilization, and branding. Through technology and trust, Payful aims to connect every payment worldwide.
