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A better way to get paid.







A better way to get paid.

Who this book is for

I The SumUp Brand Book

This book is for the bold, the curious and the
creative. To help our partners understand who
we are, what we stand for, why we exist and be
true to our voice when speaking in our name.

This book is also for anyone who wants to learn
more about SumUp and the group of people
who work every day to help small businesses
all around the globe and empower them to
follow their dreams.

Executive summary II

Content

III The SumUp Brand Book

01 Introduction 6
02 Who we are & what we do 22
03 For whom we thrive 42
04 Key contacts 76

Content IV

01

01 Introduction 10
Small merchants manifesto 20

Message from Daniel

01 Introduction

8

9

Small merchants manifesto

We believe in the everyday hero.
Those who have the courage to follow
their passion and the strength and
determination to realise their dreams.
We believe that anyone should be able to
start their own business. This is why we
provide small businesses with powerful

10 The SumUp Brand Book

tools to run their business and to engage
withtheir customers. Wedoso with genuine
care for our merchants and love for our
products. By taking the hassle out of
getting paid, we enable small business
owners to focus on what they love to do.

Their success is our success.

Introduction 11

12 The SumUp Brand Book

courage
passion
resilience
trust

Our 13
merchants’
success is
our success.

Introduction

14 The SumUp Brand Book

SumUp stand at 15
Money20/20  –
Las Vegas 2017

Introduction

SumUp Air Register
presented at
Money20/20 –
Las Vegas 2017

16 The SumUp Brand Book

Introduction 17

Daniel Klein, CEO of SumUp
at Money20/20 – Las Vegas 2017

18 The SumUp Brand Book

Introduction 19

“SumUp is only as successful
as our merchants and this is
how we strive to help them –
one transaction at a time.”

20 The SumUp Brand Book

Message from Daniel

Small business owners constantly take on Seven years later, we’ve empowered over
different roles and challenges – paying one million small businesses to thrive and
bills, hiring staff, finding customers, are just grow. While we’ve achieved great things,
a few. This is why we call them everyday this is just the beginning. Every day millions
heroes. When we started SumUp in 2012, of people around the world dream of
traditional card acceptance solutions were starting their own business. We strive to
positioned for big businesses – high street help them to do so by reaching out to new
shops instead of corner stores. Overpriced markets and focusing on growing our tech-
and overly complicated, they excluded nological innovations to make living and
small businesses. Our passion at SumUp is working that little easier. Our long term
championing small businesses. We believe ambition is to enable businesses to close
in creating technology that is flexible, afford- the loop to their consumers through
able and easy to use. That’s how the crazy beautiful and fair financial services.
idea of accepting card payments through
a smartphone was born. SumUp is only as successful as our
merchants, and this is how we strive to
make SumUp better – one transaction
at a time.

Daniel Klein,
CEO of SumUp

Introduction 21

02

02 Who we are & what we do 30
2.1 What drives us 32
34
How we see the world
Vision & purpose 36
Our values 40
2.2 The way we grow
Diversity & agility
Timeline of Sumup

02 Who we are & what we do

24 The SumUp Brand Book



SumUp developers at
the 2018 Hackathon,
Bulgaria

26 The SumUp Brand Book

Who we are & what we do 27

SumUp office in
São Paulo, Brazil

28 The SumUp Brand Book

Who we are & what we do 29

2.1 What drives us?

How we see the world
The democratisation of technology
has disrupted our way of living
and changed people’s attitude to
money and spending behaviours.

30 The SumUp Brand Book

The world is going cashless. The changing At SumUp, we aspire to create a
technological landscape presents many world where small businesses can
opportunities. We believe that these be successful doing what they love.
opportunities should be accessible for all, Our forward-thinking approach and
with a distinct focus on small business powerful technology support our
owners who are typically excluded. merchants as they thrive.

We want to ensure that each entrepreneur
has an equal chance of succeeding –
empowering them to follow their
passion and achieve their dreams.

Who we are & what we do 31

2.1 What drives us?

Our vision

A world where small businesses
can be successful doing what
they love.

32 The SumUp Brand Book

Our purpose

Empower small merchants
all over the world.

Who we are & what we do 33

2.1 What drives us?

Our values

Overall, a brand is not so different from a
person. A strong brand has a set of values
that shape its brand personality in the
same way a person’s values shape its
personality. These values reflect the way
in which we work and coexist. They are
our guiding principles. They are a reflection
of SumUp’s unique personality and are
built on a day-to-day basis by every team
all over the globe.

We are bold We are agile

entrepreneurial, adventurous, self-driven, frugal pragmatic, collaborative, experimental, flat hierarchy

We aim high, set ambitious goals and We are flexible, resourceful and practical.
always challenge the status-quo. We do We expect the unexpected so we ship early
what the ordinary fear, or are too slow to do. and iterate frequently. Decisions are made in
We celebrate our achievements but never teams, who trust that together they can find
forget where we came from. the right way to solve any problem.

We care We love product

respect, empathy, humbleness, honesty delightful, intuitive, reliable, innovative

Our diversity is our strength. We make We believe great products make a difference.
SumUp for all kinds of people and it takes We bet on technology to solve problems in
all kinds of people to make SumUp. We order to provide the best user experience.
care, for each other, for our merchants
and for society.

34 The SumUp Brand Book

Who we are & what we do 35

2.2 The way we grow

Diversity & agility

We want to bring our payment solutions
to every corner of the globe to make it
easy for small businesses to get paid.
Our technology is building a community
of fearless merchants who work hard
every day to achieve their dreams.

Creating a world of smart payment.
To serve such a diverse community we
need to be a diverse team. We are a group
of people of over 50 nationalities that are
passionate and focused on taking the
hassle out of running a business.

36 The SumUp Brand Book

Who we are & what we do 37

Global products customised
for local needs

SumUp Top
SumUp Air Lite

38 The SumUp Brand Book

SumUp Air

Who we are & what we do 39

SumUp timeline

The evolution of our product portfolio
since it all started in 2012

146,540

users

50,914

users

11,898

users

788

users

SumUp Chip SumUp POS SumUp Pin+
& Signature

2012 2013 2014 2015

United Kingdom Brasil Switzerland Sweden
Ireland Poland United States
Germany
Austria
Italy
Spain
Netherlands
Belgium
France
Portugal

40 The SumUp Brand Book

1 millon

users

685,648

users

387,276

users

SumUp Air SumUp Super SumUp Total
SumUp Air Register SumUp Air Lite SumUp 3G
SumUp Pin+ Lite

2016 2017 2018

Finland Malta We exceeded 1 million
Norway Estonia active users and grew
Denmark Lithuania to over 1200 employees
Czech Latvia worldwide.
Republic Slovenia
Slovakia Greece
Cyprus Luxembourg
Bulgaria Chile
Hungary

Who we are & what we do 41

03

03 For whom we thrive

3.1 Our merchants

The Everyday Heroes 48

3.2 When we reach out

Our brand characteristics 50

Tone of voice 54

3.3 The human behind the business 56

3.4 Featured merchant stories 58

44