GetCapital rebrands to Shift

26 October 2021

Offering Australian businesses finance on demand

26 October 2021, Sydney Australia – GetCapital, a provider of credit and payment platforms to Australian businesses, today rebranded as Shift as part of its ongoing mission to deliver simpler, easier to manage finance solutions.

Alex Pasminka, Chief Marketing Officer of Shift, commented that the name “Shift” is a strong representation of how the company has grown in the seven years since its inception.

“We’ve transformed into a true credit and payment platform for all manner of Australian businesses since 2014, with even more digitisation to come,” said Alex. “We needed a name that was simple, memorable and worked for all audiences from merchants and other businesses to brokers and aggregators.

According to Alex, Shift is reimagining the way Australian businesses trade, pay and access funds. Powered by streaming data, Shift stands for a simpler, smarter way to do business.

“Most importantly, we’re moving towards offering Australian businesses access to finance on demand,” said Alex.

Shift collaborated with brand and customer strategy consultancy Untangld on the new positioning.

Danish Chan, Co-founder of Untangld commented, “It’s never been more important for Australian businesses to have the access and flexibility of a world class financial platform. Shift is the epitome of that need. An innovative service that empowers Australian businesses to be unstoppable. A brand that will be there when they need them most.”

With Shift, businesses can access the financial product that suits them in minutes or hours, not days. In many instances, once businesses are part of the Shift network they can get real-time access to a range of products for cashflow, to purchase equipment, growth capital, or flexible payment terms.

Shift’s broker network can help their clients access the range of credit and finance solutions using the Shift Connect broker platform in as few as eight clicks.

“As Shift, we’re delivering a better experience, a sharp, memorable brand and access to a flexible range of finance solutions that suits the ever-changing needs of Australian businesses,” said Alex.

Rolling out online and through broker platforms initially, the Shift brand will become more prominent through a digitally-driven campaign in 2022.

Shift worked with the following partners on the rebrand:
Brand strategy – Untangld
Creative – Creatik
Copywriting – Writers Australia
Media agency - ClickedOn

About Shift
Originally established as GetCapital in 2014, the company rebranded as Shift in October 2021 as part of its mission to provide businesses with finance on demand. Enabled by streaming data, Shift offers a better way for Australian businesses to trade, pay and access funds.  Winner of the IDC 2020 Digital Disruptor and Omni Experience Innovator awards for Australia and New Zealand, Shift has also been named to the Deloitte Fast50 list four years in a row, the Smart50 awards, the AFR Fast 100 List and voted by LinkedIn as one of the Top 25 Australian Startups to work.   

GetCapital rebrands to Shift

26 October 2021