During 2025 Payl8r went through a rebrand. Repositioning itself as the Second Line Lender, sitting on checkouts with alternative high street lenders and picking up their declines. Where others let go, we pick you up. I came up with the conceptual thinking on how to convert more retailers to adopt us as second line. I wrote the copy and designed the look and feel and TOV. I also crafted and helped build a new website, digital comms aimed at retailers including social and email. We shouted the fact that we love other lenders leftovers. in the middle of 2025, once up and running Payl8r won the acclaimed - Retail Finance Provider of the Year - Award.