LONDON — Global payments company WorldRemit has appointed Milk & Honey PR for a six-month UK consumer brief after a competitive pitch.

Milk & Honey will lead UK external communications for the firm, whose parent company recently rebranded to Zepz after raising £213 million in Series E financing, valuing it at £3.7 billion. The WorldRemit branding is retained on the international digital money transfer service. 

The agency's brief is to build brand recognition and increase understanding of WorldRemit’s digital payments offers, developed to make it safer and fairer for economic migrants and their families to send money transfers abroad through mobile-first, cashless technology. The target audiences include mainstream media and diaspora communities in the UK.

WorldRemit was founded by Dr Ismail Ahmed, a Somali-born refugee and whistleblower for the United Nations, now turned entrepreneur, who himself experienced the challenges faced by migrants wishing to send money abroad. Its business model differs from competitor legacy players like Western Union, because in addition to sending money from bank to bank, transfers can also be sent to a mobile wallet directly. This means greater financial inclusion for people who are unable to open a bank account.

The agency team is led by associate partner and head of diversity, inclusion and belonging, Alexandra Annable, who joined the firm last month. She said: “WorldRemit is an impressive brand that is doing really exciting things in the money transfer space. We look forward to supporting its mission to increase financial inclusion around the world by combining our expertise in the payments and fintech space and the lived experience of the diverse Milk & Honey PR team to create targeted consumer campaigns."