Sambla Group renews its brand and makes personal finance easier to navigate throughout life

Sambla Group is launching a new brand platform and visual identity with the aim of making personal finance clearer, more accessible and more relevant at different stages of life. The renewal is part of a shared Nordic design platform, where Sambla, Rahalaitos and the Group brand share a common design system. This enables the brands to strengthen one another while each brand retains its own identity and local position.

The new identity is based on the insight that life rarely follows a straight line. Moving, starting a family, changing careers, shifting housing costs or the need to review existing loans can quickly change a person’s financial situation. With the new platform, Sambla aims to meet customers with clear, reliable and user-friendly services when financial decisions matter most.

“We want to make personal finance safer, clearer and more accessible. By continuing to develop our services while also clarifying what Sambla Group stands for, we can help more people find solutions that suit their situation and needs,” says Hans Skruvfors, CEO of Sambla Group.

The renewal includes an updated visual expression, with new typography, colour palette, illustrations, icons and principles for digital design. The identity has been developed within Sambla Group’s shared design platform, creating a more cohesive experience across the Group’s brands while ensuring that the expression works across everything from digital interfaces and customer communication to campaigns and partner collaborations. The shared design system makes it possible to work more consistently and efficiently across markets, while each brand retains its own personality.

“We have made significant progress in our positioning over the past year, and our new brand strategy and platform are a central part of that work. The new identity makes the value we create for customers clearer and gives Sambla Group a more modern, warm and recognisable expression, helping us build relationships over time. An important starting point has been to create a system that makes it easier to develop new services and communicate consistently wherever our customers meet us, whether that is in a broad campaign, an email or in the app,” says Petra Blixt, CMO of Sambla Group.

The new brand platform will be launched in August 2026.