Unveiling Ria’s new tagline: Money where you need it

For over 35 years, we’ve made sure people around the world can stay connected to their loved ones back home. This mission has guided every step we’ve taken as a company, evolving from a single storefront in New York City to a multinational operation spanning from California to Sydney. 

Led by the belief that every customer is worthy of the same respect and support, we’ve set up operations wherever we are needed.  

Today, you can find Ria in emerging markets like Somalia, where our presence is helping establish the country’s money transfer network, to the most rural corners of India, where we’re leveraging biometric authentication for customers’ KYC (Know Your Customer) without the need of showing any physical ID. 

At the same time, we’ve expanded our digital reach to 23 countries and have grown our network of mobile wallet accounts and bank deposit accounts to 3 billion and 4.1 billion respectively. 

Growth and rebranding 

In 2020, we underwent a global rebranding to communicate our intention to double down on our commitment to our customers. With the help of Saffron Brand Consultants, we redesigned our logo to reflect our purpose to open ways for a better everyday life. 

We lowercased the R to make it appear as if the R and A are hugging the I, which represents our customer. Thus, our logo communicates how Ria has its customer’s back and places them at the center of its operations. 

At the time, we were present in 402,000 locations across 158 countries. Today, thanks to our esteemed network of partners and agents, we’ve grown our global footprint to nearly 600,000 locations across 198 countries and territories. And we won’t stop there. 

For us, growth isn’t just a positive number on a spreadsheet, it’s tangible proof that we are doing right by millions of families around the world, helping them make ends meet and facilitating their access to financial services. 

A global tagline 

Four years after our rebranding, we feel the time is right to add another piece the puzzle in the shape of a global tagline. For many brands, a tagline is a catchy phrase that communicates the company’s personality. But due to the nature of our business, we had a greater challenge. 

We asked ourselves the following question: how can a tagline best serve our customers, especially when the service we provide for them is vital? 

The answer was simple. We needed a concrete statement that spoke clearly and concisely to our brand promise. When it comes to essential services, there’s no room for abstract notions or aspirational claims. 

We provide money transfer services that are often urgent and always important. So if there is one message we want to be clear about is that we get your money to where it needs to be.  

This is how we landed on our new tagline: Money where you need it. 

Implementing our tagline 

“Our rebranding efforts were born out of a desire to unify our brand, which had evolved at a different pace across the globe. Now that our brand is cohesive, we wanted to tie it all in with a single message that could resonate with all of our customers regardless of their background or location,” shared Juan Basurto, Ria’s VP of Brand and Comms. “Money where you need it is the start of a great branding journey, and we can’t wait to leverage it on all our platforms and channels.” 

And in fact, you can already see our tagline in action across our social media channels on Instagram, Facebook, TikTok, and LinkedIn. 

We’ll continue opening ways for financial inclusion through the expansion of our money transfer network and product offering. If you’d like to learn more about the Ria brand, check out or post on our 2020 rebrand and our Impact Report.