Pesa taps Adekunle Gold for new global campaign

Pesa launched its new “The Gold Standard” brand campaign and named Nigerian artist Adekunle Gold as brand ambassador as it pushes deeper into cross-border payments for Africans worldwide. The rollout highlights zero-fee transfers, multi-currency accounts and a forthcoming borderless card while the company expands beyond remittances. Why it matters: - Pesa is positioning itself as a broader financial platform for young Nigerians, the African diaspora and international users who move money across multiple currencies. - The campaign centers on lower-friction cross-border payments with zero fees, better rates and multi-currency accounts. - The partnership with Adekunle Gold gives Pesa a high-profile cultural face as it tries to scale beyond basic remittances. What happened: - Pesa announced the launch of its new brand campaign, “The Gold Standard,” on June 17, 2026. - Pesa named award-winning Nigerian singer, songwriter and global cultural icon Adekunle Gold as its official brand ambassador. - The campaign rollout will run across digital, social, outdoor and community channels worldwide. The details: - Pesa says the campaign reflects its shift from a remittance platform to a borderless financial ecosystem. - The brand tagline is “Think Money. Think Pesa.” - The platform’s cross-border offering is organized around three product pillars. - Send with Pesa supports fast international transfers with zero middlemen. - Send with Pesa lets users send Naira home and receive Canadian dollars, pounds and euros from friends and family abroad. - Move with Pesa gives users access to a UK sort code, a dedicated Euro IBAN and Canadian Interac email capabilities. - Move with Pesa lets users hold and switch between GBP, EUR, CAD and NGN instantly. - Pay with Pesa is an upcoming borderless card product. - Pesa is directing users to join the cards waitlist in the Pesa app. - Co-founder and CEO Tolu Osho said trust is central to the company’s product and customer experience. - Osho said the Gold Standard campaign is a commitment to delivering the financial experience Pesa customers deserve. - Osho said Adekunle Gold’s story as a Nigerian-born creator with global reach matches Pesa’s user base. - Adekunle Gold said people with careers across continents need a platform built on speed and trust. - Adekunle Gold said Pesa stood out for its focus on making money movement simpler and safer. Between the lines: - The ambassador deal suggests Pesa wants more than transactional credibility; it is leaning into identity, culture and diaspora appeal. - The timing also signals ambition. Pesa is using a celebrity-led launch to amplify a product suite that now spans remittances, multicurrency storage and future card spending. - The company’s message is aimed at users who live financially across borders, not just those sending money once in a while. What’s next: - Pesa plans to keep the campaign active immediately across its global marketing channels. - The company is also encouraging users to join the waitlist for its card product ahead of launch. - Pesa’s recent expansion into Kenya and the launch of Pesa Business suggest more product and market growth ahead. The bottom line: - Pesa is betting that a star ambassador, a cross-border product stack and a diaspora-first message can help it become a full-service money platform for global Africans.