In a world where big banks controlled global money transfers, two founders knew they had to stand out. So, they hit the streets in their underwear, pulling off a legendary stunt that exposed hidden fees and challenged the financial system.
"Banks have been overcharging customers for decades. We wanted to call them out in a way no one could ignore."
Hereās whatās banked up for todayās issue:
How you can reach millions of eyeballs without spending a single dollar on ads
The risky āguerrillaā marketing stunt that made Wise world-famous overnight
How Wise scaled from a scrappy company to processing billions in cross-border payments
Why Wiseās success story proves that even the most entrenched industries can be disrupted
How Wise knew that traditional marketing wouldnāt work

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A Scrappy Startup with a Big Problem
In 2011, Kristo KƤƤrmann and Taavet Hinrikus founded TransferWise (now Wise) to solve a problem they had faced firsthand: sending money across borders without getting fleeced by hidden bank fees. Their startup promised low-cost, transparent transfers, but there was one glaring problemāthey were nobodies in a market dominated by banking giants.
To make matters worse, they had no real marketing budget. Meanwhile, competitors could spend millions on flashy TV ads, building trust with potential customers.
The stakes couldnāt have been higher. Without attention, their mission to shake up the financial industry would stall before it even got started. Kristo and Taavet had to think creatively to make people care about their little-known companyāand fast.

The #Nothing2Hide Campaign
Instead of following the traditional playbook, TransferWise decided to make their mark in a way no one could ignore. Their plan? A guerrilla marketing stunt that would spark conversation without draining their wallets.
In 2012, they launched the #Nothing2Hide campaign, kicking it off with a bold stunt: a protest march through London where employees and supporters walked through the streets in their underwear. The message? "We have nothing to hideāwhy do banks?" This stunt was designed to highlight TransferWiseās commitment to transparency, contrasting with banksā opaque fee structures.

But why did they bet on something so unconventional?
Kristo and Taavet understood a crucial truth about marketing: trust is earned by aligning your message with your values in a way people feel. For TransferWise, the key value was transparency. A big-budget ad campaign wouldnāt have delivered that message authentically. Instead, they needed something raw, grassroots, and memorable.
Their team knew they couldnāt just rely on the stunt to succeed by chance. They planned meticulously, ensuring the march hit areas with heavy foot traffic and maximizing the likelihood of media coverage. They also encouraged participants to share their experiences on social media, creating a ripple effect that extended far beyond London.
The campaign wasnāt just attention-seekingāit was a carefully crafted statement. By walking the streets in their underwear, TransferWise turned transparency into a spectacle, forcing people to ask, āWhatās this all about?ā
This strategic thinking is what separates memorable marketing from flash-in-the-pan gimmicks. They didnāt luck into success; they engineered it by amplifying their core message in a way that customers couldnāt miss.

From Stunt to Startup Success
The #Nothing2Hide campaign paid off. TransferWise earned headlines in major publications and sparked countless conversations about hidden bank fees. But the real win was how the campaign positioned them: as underdogs fighting for transparency in an industry dominated by secrecy.
The buzz led to a surge in users and caught the attention of investors. Over the next few years, TransferWise scaled rapidly, raising millions in funding and proving that their disruptive business model wasnāt just a stuntāit was a solution people needed.
Today, Wise is a global powerhouse in cross-border payments, processing billions of dollars each year and serving over 16 million customers worldwide.
What can we learn from their success?
TransferWiseās story isnāt about luck. Itās about understanding your values, crafting a message that aligns with them, and finding creative ways to make your voice heardāeven when youāre up against giants.
In a world flooded with generic marketing, their stunt reminds us: bold ideas that reflect your mission can punch far above their weight. Sometimes, transparency means more than telling the truthāit means showing it, too.

š« Snackable Stats
Ā£11.3 billion ā Wise's current market valuation, making it one of Europe's largest fintech listings.
5,500+ ā The number of employees Wise has globally, showcasing its rapid growth from a small startup.
99% Cheaper ā When compared to money transfer services like Paypal
16 million ā The number of customers who use Wise to send money internationally, proving its widespread adoption.
2014 ā The year when Wiseās world-famous #NothingToHide Campaign started
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