The Pagaya Triangle

Branding and logos are important as they support the ethos of the business. In the asset management space, conservatism prevails in more ways than one. Logos and branding in the asset management space are designed to have longevity through decades as long-term customer retention is important to the stability and longevity of the firm.

Given the emphasis on longevity and not youth, the branding in financial services tends to be more traditional and mostly insulated from design trends and the pantone color of the year. Blue is the most popular color for logos of financial companies. The color blue denotes loyalty, trustworthiness, and maturity, the core qualities of an asset management firm.

As a new asset manager, Pagaya does not have the history of traditional asset managers that have been operating for more than 100 years. Pagaya is an asset manager with a fintech edge.. Pagaya Investments, an AI-driven institutional asset manager that focuses on fixed income and consumer credit markets launched in 2016 and has experienced rapid growth in just four years of operations. Pagaya’s approach is innovative as Pagaya uses AI to identify loans using data far beyond traditional credit scoring. Pagaya identifies and buys loans on an individual loan level in contrast to the traditional method of securitizing pools of loans.

Pagaya’s logo needed to reflect trust and Pagaya’s ability to manage money. However, the fabric of Pagaya is modern and innovative. Pagaya offers stable investment solutions with higher returns. In the investment industry, higher returns are always “on trend”.

Gal Krubiner, Avital Pardo, and Yahav Yulzari are more than cofounders. The three men are friends. Close friends that work, travel, and vacation together. The name Pagaya is comprised of two letters from each man’s name for a total of six letters. The Pagaya logo is an equilateral triangle which reflects the equal contribution of the three founders of Pagaya.

CEO Gal Krubiner explains, “At Pagaya, we have a synergy and a loyalty that is deeper than the traditional business relationship. Each of us makes decisions that will benefit the group, as opposed to the individual. That outlook is embedded in the DNA of the company.”

“We each feel that we are part of something greater than the individual. Pagaya is more than a business, it is a way of life,” said Avital Pardo, Pagaya’s Chief Technology Officer.

Yahav Yulzari oversees Sales and Marketing. “Our business has expanded and we are traveling outside of New York and Tel-Aviv to meet with potential investors and clients. Our logo reflects the three founders as the collaborative strength on which we built Pagaya,” said Yulzari. “Internally, we know the logo has a deeper meaning as it represents the cohesiveness of our vision and mission. I am honored to work every day with my closest friends.”