Bankrate is unveiling a new brand identity and launching its redesigned website, a significant milestone in the company’s decades-long commitment to empowering consumers. The new brand embodies more than four decades of helping people make smart financial decisions. And the new identity reminds us that financial decisions are fundamentally about people, not numbers.
The new visual identity celebrates Bankrate’s journalist-founded roots and reinforces its commitment to being a trusted consumer advocate. Instead of the usual look and feel adopted by so many financial services companies, Bankrate has gone a more human, warmer route. The new look features hand-drawn elements, expressive illustrations and a unique logo that puts the consumer at the heart of the brand story as a result.
The project was created in collaboration with Ricky Carlton, Head of Design at Bankrate. Together they created a visual system that highlights craftsmanship, authenticity and accessibility. And the new identity also reflects Bankrate’s mission of making financial advice more approachable and digestible for the average consumer.
Bankrate continues to point out that it is not a bank. The company was created by a journalist with the objective of helping consumers make important financial decisions. That mission remains at the heart of what it does today. The company combines advanced online savings tools with independent journalism, expert analysis and consumer-focused reporting. This is how Bankrate helps consumers make more informed financial decisions by providing information that brings greater transparency to financial products and services.
The new identity is centered on a redesigned brand mark. The symbol creatively combines the familiar image of a person with the symbol of the percentage sign. In this way, the design creates a visual link between the rates and the people whose lives are directly impacted by them.
“We leaned into craft and human touches to better reflect Bankrate’s values and mission driven approach. Uniting the percentage sign with a consumer really spoke to us,” said Carlton. “But rates only matter because they affect real people. The challenge was creating a symbol that could hold both ideas at once.”
Redesigned Brand Reflects a Human-Centered Financial Experience
The broader branding system extends the same philosophy throughout every visual element. Hand-drawn illustrations, textured brush strokes, and intentionally imperfect shapes create a distinctive identity rarely found in financial branding. Additionally, the design draws inspiration from editorial illustration and traditional journalism, reinforcing the company’s origins and editorial credibility.
While many organizations are embracing technology-focused branding in the growing AI era, Bankrate has intentionally selected a more human visual language. This approach reflects the expertise, judgment, and curiosity that define both quality journalism and responsible financial guidance. As a result, the brand presents itself as a trusted guide rather than simply another financial platform.
“The reimagined brand reflects what Bankrate has always been about — putting consumers in a position to win,” said Matt Fellowes, CEO of Bankrate. “Our marketplace puts 850+ institutions in direct competition for consumer’s business, consistently delivering the most competitive rates in the market. Americans are facing an affordability crisis, and Bankrate delivers affordability solutions. We are excited that our new brand identity speaks to that mission.”
The rebranding initiative also reinforces Bankrate’s unique position within the financial industry. Unlike banks or financial institutions, the company exists solely to help consumers compare financial products, discover competitive rates, and make informed financial decisions. Through its comparison tools, financial calculators, and editorial resources, Bankrate continues to support more than 100 million consumers every year while strengthening its commitment to consumer advocacy and financial education.
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News Source: Businesswire.com
