Wise
Payments🇬🇧 United Kingdom
Taavet Hinrikus had a problem that was embarrassingly simple to describe and maddeningly hard to solve. He was one of Skype's first employees, living in London and getting paid in euros while his bills were in pounds. Every month he was losing money to bank fees and exchange rate markups that his bank never disclosed upfront. Kristo Käärmann, a Deloitte consultant, had the same problem in reverse. In 2011 they sat down, compared rates, and started swapping money directly between each other's bank accounts — bypassing the banks entirely. Then they thought: what if anyone could do this?
That informal arrangement became TransferWise, launched in London in January 2011 with a straightforward promise that banks had been making impossible for decades: the real exchange rate, with fees shown upfront before you commit to a transfer. The early pitch was almost deliberately confrontational — the founders publicly compared bank exchange rate markups to theft, took out billboard ads outside banks, and built a campaign around showing customers exactly how much they were being overcharged. It worked.
TransferWise rebranded to Wise in 2021, the same year it listed directly on the London Stock Exchange — bypassing the traditional IPO process in a move consistent with a company that had spent a decade bypassing traditional financial processes. The listing valued the business at around £9 billion and gave it public-company discipline without the fanfare of a conventional float.
The product has expanded well beyond the original currency transfer use case. Wise now offers multi-currency accounts supporting over 40 currencies, a debit card, a business product for SMEs and freelancers managing cross-border payments, and a platform business that lets banks and other fintechs embed Wise's infrastructure into their own products. By June 2025, the platform had 15.6 million active customers processing £145 billion in cross-border volume annually — up 23% year on year. Revenue crossed £1 billion in 2024, with profit of £354 million.
The most significant recent development is structural: shareholders voted in July 2025 to move Wise's primary listing from London to a US exchange, with the transfer expected by early 2026. It's a pragmatic decision — the US is a large and growing market, the company has money-transmission licences in 48 states, and American institutional investors have historically valued fintech companies at higher multiples than London's market has.
Wise employs around 5,500 people and operates across more than 70 countries. Both founders remain involved — Käärmann as CEO, Hinrikus having stepped back from the board in recent years.
The core offer is deceptively simple. Wise operates its own network rather than renting access to SWIFT, which means it can cut out the middlemen taking cuts at every stage. You send pounds, it converts at the mid-market rate (the one you see on Google), and your recipient gets euros without the usual 3-5% tax that banks quietly extract. The company issues multi-currency accounts and cards that work globally, positioning itself as infrastructure for anyone whose life doesn't fit neatly into a single currency zone.
In the European market, Wise has become synonymous with cross-border reality. While traditional banks still talk about "international banking solutions," Wise customers are already sending money to fifteen countries from their phone without a second thought. The company went public in 2021, which paradoxically made it less of a fintech insurgent and more of an established player—but the underlying model hasn't changed: transparency and efficiency where opacity used to be profitable.
Wise represents a particular kind of fintech maturity: the startup that solved a specific, universal problem well enough that it became essential infrastructure for millions of people operating across borders. Its role in the European landscape is that of the pragmatist, proving that you don't need regulatory capture or cross-subsidization to build a sustainable business in payments.
Founded 2011