What if B2B finance software could be admired the way best-in-class consumer products are? What if finance teams were understood, not misunderstood?

Eleven years in, we've proven it's possible. Pleo (Greek for “more than you expect”) became the impossible: a product finance professionals and their colleagues both genuinely adore. Pleo ranks first on trust, compassion, and customer centricity across Europe, serving tens of thousands of finance leaders.

We've moved in step with the teams we build for. Over time, Pleo has grown from an expense management tool for SMEs to a full spend platform powering mid-market and enterprise customers across multiple budget categories — marketing, software, travel, and beyond. Our scope has matured and our mission must follow. It was time for a brand refresh.

For the craft of finance

We spent months listening: interviewing customers, board members, and our own team. The pattern was unmistakable.

Finance teams have never been more critical to growth. They drive strategy, manage risk, and unlock opportunity. Yet they're constantly misunderstood within their own companies. When budgets tighten, finance gets blamed. When spending goes awry, it's their fault. The finance team face the spotlight when there are financial problems, but when profit is healthy, their work goes unseen.

What finance leaders told us was that they're tired of being stereotyped. They're not box-tickers or obstacles. They want to spend less time chasing data and more time steering the business. They want control without compromise.

Externally, the misunderstanding runs deeper. Nobody speaks to finance leaders at eye level and rarely are they seen for who they really are: specialists. Leaders. Enablers.

At Pleo, we acknowledge finance as a discipline that deserves great respect. When a finance team leads with their craft, they make better decisions and steer the business with confidence. So, we've updated our mission. Pleo exists to power finance as the strategic force at the heart of how every business runs.

B2B doesn't have to be boring

Here's something the finance software category got wrong: the assumption that credibility requires utilitarianism. That speaking to professionals means stripping away personality. That your brand has to choose between conveying trust and being engaging.

The Economist disproved that decades ago. Serious, rigorous journalism delivered with wit and provocation. It proves you can earn trust without sacrificing humanity. You can be authoritative without being cold.

That's the gap we're filling with Pleo. Our evolved brand signals credibility, delivered with care and craft.

We can acknowledge finance leaders' real frustrations without being patronising. We can celebrate their expertise without being saccharine. We can be direct about complex problems without losing charm.

A visual system that means something

Every design decision reinforces our strategy. We draw credibility from a deep understanding of the problems finance teams face. Our founder was a CFO, our team lives in this space, we know what matters for the people we serve: control, clarity, precision, and the freedom to drive forward with insight.

The logo evolved into something more balanced and bold. We preserved Pleo's personality: that unexpected first-mover look and feel, while sharpening it. Geometric precision meets organic forms; crafted to stand out in a category awry with generic wordmarks in sensible typefaces.

Our signature Pleo pink has become a few shades cooler. It still cuts confidently through the greys and blues of our category, but it's now fresher, more luminous.

Stripes are our graphic motifs. Inspired by marked-up spreadsheets — the fundamental tool of finance — they're clean, geometric, and subtly reference Scandinavian design traditions. They bring precision together with approachability and, applied intentionally with our pink and cool greys, will become a recognisable visual motif.

Pleo Scandi Gellix, our new bespoke typeface, blends the digital accessibility of Geometric Grotesk font families with the design characteristics of Scandinavian functionalism, a nod towards Pleo's Danish provenance. It is purpose-built to bridge both marketing and product experiences.

These aren't cosmetic changes. Finance professionals deserve a company as sharp, forward-thinking, and human as they are.

That's Pleo. Evolved.

Evolving the Pleo product

A brand isn't just how you look or what you say. It should shape every experience people have with your product. That's why we're introducing a new navigation experience in Pleo alongside our refreshed brand.

These changes are designed around the same principles as our brand evolution: giving finance teams greater clarity, more control, and the confidence to focus on the work that matters most. As Pleo has grown into a complete spend management platform, the experience needed to evolve too. Making it easier to navigate and better aligned to the way finance teams actually work.

What’s changed for Pleo customers

We've listened to how you work. We've watched teams grow from five people to five hundred. We've seen which workflows matter most and where complexity gets in the way. And we've redesigned the navigation to reflect these realities.

The changes to the Pleo product experience go far beyond a visual refresh. Expect a more intuitive way to move through Pleo; we've organised the platform around real workflows instead of legacy structure. We've removed unnecessary choices and highlighted what actually matters. And we've done it in a way that works the same on mobile, tablet, and desktop. If you’re curious, take a look for yourself in this walkthrough.

Why these changes matter

Products that stop evolving become products people leave. We're evolving because our customers are evolving too. Your teams are getting bigger, your processes more sophisticated, and expectations higher.

The Pleo you use today is a better fit for your business than it was a year ago. And it'll keep rising to meet you in the future.

That's what this refresh signals: we're not done building Pleo. We're just getting started.