Meet Sendy, your new financial buddy

Introducing Sendy - and the symbol behind it

Sends has a new addition to the family. Meet Sendy - our new mascot, and the friendly face you'll start seeing across the website, the app, and beyond.

Alongside Sendy, we've added something new to our logo too: a swallow, now flying alongside the Sends name.

Here's the story behind both, and why we think it's a good fit.

Why a swallow

When we started thinking about a symbol that could represent Sends, a few things kept coming back to one bird in particular.

Swallows are known for crossing continents - travelling thousands of miles between breeding grounds every year, often along the same routes, with remarkable precision. That's not a bad metaphor for what we do: moving money across borders, reliably, every time.

They're also fast. Genuinely one of the most agile small birds in the sky. And there's a long-standing association, from sailors' folklore onward, of the swallow always finding its way home - a symbol of dependability as much as speed.

Put together: fast, direct, and reliably home. That's the idea we wanted our symbol to carry, and it's now built into the Sends logo itself.

Meet Sendy

Sendy is the more personal, everyday version of that same idea - the character you'll actually interact with, rather than just the mark you'll see in our logo.

You'll start noticing Sendy in a few places:

On the website, helping guide you through new features and updates
In the app and client portal, showing up at key moments - like onboarding, or confirming a successful transfer
In emails, occasionally, at moments worth a bit of warmth rather than just a transaction receipt
On social media, where Sendy will be doing a fair bit of the talking from here on

Sendy isn't going to show up everywhere, or in every kind of message - some things (your account, your security settings, anything regulatory) will stay exactly as straightforward and formal as they are today. Sendy's role is to make the everyday, human moments of using Sends feel a little more like that: human.

What's not changing

Worth saying plainly: this is a brand update, not a business one. Sends remains an FCA-authorised electronic money institution, and nothing about how your account, your payments, or your security works is changing as a result of this. Sendy is a new way for us to show up - not a new way we operate.