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.

Here’s what’s banked up for today’s issue:

• How you can reach millions of eyeballs without spending a single dollar on ads
• The risky “guerrilla” marketing stunt that made Wise world-famous overnight
• How Wise scaled from a scrappy company to processing billions in cross-border payments
• Why Wise’s success story proves that even the most entrenched industries can be disrupted
• How Wise knew that traditional marketing wouldn’t work

A Scrappy Startup with a Big Problem

In 2011, Kristo Käärmann 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 problem—they 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 couldn’t 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 company—and 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 hide—why do banks?" This stunt was designed to highlight TransferWise’s commitment to transparency, contrasting with banks’ 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 wouldn’t have delivered that message authentically. Instead, they needed something raw, grassroots, and memorable.

Their team knew they couldn’t 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 wasn’t just attention-seeking—it was a carefully crafted statement. By walking the streets in their underwear, TransferWise turned transparency into a spectacle, forcing people to ask, “What’s this all about?”

This strategic thinking is what separates memorable marketing from flash-in-the-pan gimmicks. They didn’t luck into success; they engineered it by amplifying their core message in a way that customers couldn’t 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 wasn’t just a stunt—it 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?

TransferWise’s story isn’t about luck. It’s about understanding your values, crafting a message that aligns with them, and finding creative ways to make your voice heard—even when you’re 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 truth—it means showing it, too.

🍫 Snackable Stats

​£11.3 billion– Wise's current market valuation, making it one of Europe's largest fintech listings.

​5,500+ – The number of employees Wise has globally, showcasing its rapid growth from a small startup.

​99% Cheaper – When compared to money transfer services like Paypal

​16 million – The number of customers who use Wise to send money internationally, proving its widespread adoption.

​2014 – The year when Wise’s world-famous #NothingToHide Campaign started

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