Naming the
smarter way
to bank

Work: Company name
Category: Digital banking

SMBC bank created a digital banking business and app for young “affluents” looking for a smarter and more rewarding way to bank. The app would be marketed as a standalone brand in the US market. It needed a name that was short, savvy, and suggestive of a richer approach to banking. Also of an experience that was digital, yet human.

The name “Jenius” evokes brilliant solutions
and human resourcefulness (e.g., “That’s genius!”).

Short and straightforward, it’s app-friendly without being trendy or tech-y. At the same time, the “J”-spelling and confident tone position the brand as the savvy alternative to conventional banking.