Wise

Wise in brief

• Rank: #16 of 100 in UK's Most Powerful 100 Brands 2026; #1 of 12 in Technology & Digital.
• WCRC Power Score: 68.48 out of 100.
• Founded: 2011, by Kristo Käärmann and Taavet Hinrikus.
• Owner: Wise Group plc, London, England.
• Leadership: Kristo Käärmann, Co-founder and CEO.
• Latest revenue: $2.5bn revenue (FY2026, year to Mar 2026, +19.0%), as per company filings.

What makes Wise powerful

Wise has built one of the most trusted names in international money transfer by doing something banks long avoided: showing customers the real exchange rate and a clear fee. In the year to March 2026 it handled about US$243 billion of cross-border payments, up 31%, and net revenue rose 19% to about US$2.5 billion, with roughly 19 million customers worldwide.

Its edge is infrastructure. Wise holds more than 80 licences and connects directly to payment systems, so 75% of transfers now arrive instantly. That lets it keep cutting prices while staying profitable, and to sell the same rails to banks and businesses through Wise Platform. The move of its primary listing to Nasdaq in May 2026 gave it access to deeper US capital markets while the company stays run from London, a sign of global ambition rather than retreat.

Wise moved US$242 billion across borders in its 2026 financial year, up 31%.

Why Wise ranks #16

Wise ranks 16th with a WCRC Power Score of 68.48, just below JCB and ahead of Barclays. Product and innovation (74) and digital and financial strength (74) lift it, reflecting its own payment infrastructure and US$2.5 billion of net revenue. Trust (70) is solid, but positioning and recall (66) and sustainability and governance (60) hold it back, as it remains less familiar to the wider public than the big banks.

The Achilles' heel

Wise's brand rests on trust and low fees, both of which are exposed. As a regulated payments business in many countries it must keep compliance standards high as it grows. Competition from banks and fintechs keeps pressure on take rates, and its income before tax margin fell to 26% from 34% as it cut prices. Moving its primary listing to New York also weakens its profile as a London-listed champion.

The 2026 story

Wise had a landmark 2026. Full-year results for the year to March 2026 showed cross-border volume up 31% to about US$243 billion, net revenue up 19% to about US$2.5 billion and around 19 million customers. After UK court approval in April, Wise Group plc began trading on Nasdaq on 11 May 2026, keeping a secondary London listing.

Pillar profile

Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.

Versus its nearest rivals

Questions people ask

Also featured in

• Most powerful Technology & Digital brands
• UK's 50 Most Valuable Brands
• UK's Most Trusted Brands
• Most Innovative British Brands
• Fastest-Growing British Brands
• Most powerful brands in England

Key facts

Sources

• Revenue figure published by Wise Group plc
• Company website, official announcements and press releases
• Published interviews and statements by the leadership
• WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data