PrimePay and SyncHR have announced their rebranding as PrimePay, marking a new chapter for the two companies following their merger. At the core of the rebranding is the unification of the company names to PrimePay, along with a new logo, tagline, brand identity, and website. The new logo captures the essence of PrimePay, reflecting its core values and representing its stance to make payroll and HR complexity disappear for small and medium businesses.

Background and Purpose

PrimePay acquired SyncHR in 2021 and rebranded the merged company as PrimePay. Since then, PrimePay has made significant strides on its technology platform to simplify payroll and HR management for growing organizations. The purpose of the rebranding is to reflect the value that PrimePay is now able to deliver daily to growing organizations and their employees.

Customer and Market Positioning

PrimePay's target customers are the 6 million small and medium organizations. These organizations are the source of most jobs created in the U.S. (64%), with one-third owned by minorities, half by women, a quarter by immigrants, and 7% by veterans. PrimePay's mission is to make payroll and HR complexity disappear, offering a flexible all-in-one HCM platform for small and medium businesses.

Technology and Products

Since the rebranding, PrimePay has taken several significant steps to demonstrate its value. In December 2022, PrimePay integrated its award-winning payroll software with SyncHR's HR and benefits software, providing a flexible, unified HCM platform for employee data. In March 2023, PrimePay partnered with Clair to launch on-demand pay tied to payroll. In June 2023, PrimePay welcomed Adil Shabbir as Chief Product and Technology Officer to lead the HCM Software as a Service (SaaS) innovation roadmap and next-generation platform.



Brand Image and Values

PrimePay's new logo is the anchor of its evolved identity, representing its refreshed image and new typography. The new visual experience will extend to its product suite. PrimePay's communication principles include simplicity, authenticity, dialogue, and relevance. The new brand image also reflects PrimePay's guiding values, including striving to exceed the highest expectations of every client and their employees, treating people with respect and kindness, pursuing excellence, and doing the right and ethical thing.

Conclusion

The rebranding of PrimePay and SyncHR is more than just a change in appearance. It's about the customers, about the daily struggles of small and medium businesses against big corporations. It's a reflection of the image and reputation that PrimePay wants to be recognized for in the minds of its customers. Through product experience, interaction with people, and consistency in communication, PrimePay is opening a new chapter in the company's history.