Huru

This is a real problem. Without access to a local bank, workers are excluded from the traditional financial system and have to rely on the informal economy, exposing them to higher costs, greater uncertainty and limiting their ability to spend or send money home.  

Our client, a visionary entrepreneur, set out to solve this problem by building a bank with zero minimum balances and easy onboarding that anyone can access. 

However, we quickly realized this alone wouldn’t be enough. The core barrier wasn’t just access, but trust and relevance: even when they able to open a bank account, 65% of migrant workers preferred to hold cash rather than deposit it. To break through, we needed to create a mindset shift and challenge the belief that banks weren’t “for them." Our approach to doing this was simple: build it with them.  

We started with in-depth interviews to understand the psychology of migrant money. This unearthed something surprising: every migrant arrives in the UAE with a dream, but the longer they stay, the further they feel from achieving it.  

From this insight, the foundation of our bank was formed. The idea was simple–put the dream front and center and make progress feel real.

We built an entirely new end-to-end banking experience from the ground up in under six months, managing every aspect of the build process—from user experience and interface design to overseeing full technical implementation. It also involved designing entirely new features to make the dream easier to pursue (a salary sorter to automate budgeting), making progress tangible (savings streaks and milestones), and simplifying day-to-day money management (sending money home and paying bills). It also required shifting priorities and making savings the primary metric, not current balance.

It also required a radically different brand, with a single-minded focus on the dream; a name—Huru—that makes ‘u’ the hero; and ultra-simple, friendly messaging that sounds like a friend, not a bank.  

Finally, Huru needed a bold, standout identity—one that feels human, confident, and positive. The logo evokes a smiling face combined with a supportive pathway, representing both progress and connection. The color palette is unfailingly optimistic and energetic, reflecting the brand’s forward-thinking character. To infuse warmth and personality into every interaction, we developed an illustration and animation style that radiates friendliness and approachability. Complete with a comprehensive UI toolkit makes sure the brand’s personality shows up across all digital touchpoints, like a trusted friend you can always count on.