How Venmo built passion around a payments brand

This event report outlines how Venmo, the peer-to-peer payments app, has built a brand that is loved by consumers despite being in a low-interest category that is linked with negative feelings.

How Venmo built passion around a payments brand

Ben DeJarnette

In just seven years, Venmo has grown from a fledgling peer-to-peer app for transferring money into a booming company with millions of users and an annual payments volume topping $19 billion.

But what's even more impressive, says Jay Parekh, its Director/Business Development, is that Venmo - which was purchased by PayPal as part of an $800 million acquisition of payments-processing firm Braintree in 2014 - has managed to build a beloved brand around a normally unbeloved process.

"You can go to a café in San Francisco and people are literally...

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