Tabby — From Checkout Choice to Daily Driver Strategy & Copy · Fintech

The challenge

Tabby has built something rare — over 80% unaided awareness in Saudi Arabia and 40%+ penetration in major cities. But that awareness comes with a ceiling. Users know Tabby as a checkout tool: the thing you reach for when a price feels too high. That framing makes the brand useful but narrow. And it makes the next move harder.

Tabby is launching a physical card, a move from buy-now-pay-later into everyday spending. The product has changed. The perception hasn’t.

The pivot problem

The card requires a different verb. BNPL is about shopping: considered, occasional, intentional. A daily payment card is about spending: habitual, physical, everywhere. The risk isn’t that people won’t understand the product. It’s that the existing brand story undermines it. For some users, reaching for Tabby at a coffee shop or petrol station signals financial strain, not financial control.

The job isn’t to explain the new product. It’s to change what Tabby means.

From a tool you reach for when a price feels too high, to a card you use because you decided how to pay.

The strategy

Finding the territory

The product truth is the way in. Tabby lets you choose how you pay, when you pay, where you pay. That’s not a feature. That’s a reframe. The narrative shift isn’t from “I can’t afford this” to “I can afford this.” It’s from “I can’t afford this” to “I chose how to pay for this.”

Control, not convenience, not savings, is the territory that carries both the old product and the new one.

Strategic territory: Control.

It empowers the customer with the feeling that they decided. It shifts the narrative from “you’re deferring because you can’t afford it” to “you’re splitting because you choose to.”

Control works across both audiences. For Gen Z and millennials, financial control signals maturity and independence. For local audiences, where debt carries social and religious weight, interest-free spending that puts the customer in charge aligns with values, not just preference. Riba and uncontrolled borrowing are avoided. Control protects both wealth and Barakah.

The platform

The articulation needs to use language Tabby already owns and turn it into a declaration of control. The brand verb is the asset.

Campaign platform: Split your way.

Split. The verb people already associate with the brand. You’re not deferring or financing. You’re splitting.

Your. Purchases, money, schedule. Yours. It puts the customer in the driver’s seat.

Way. You call the shots, not the bank, not the merchant. It crystallises the territory of control.

Support messaging:

• Your card. Your call.
• More months. Same maths.
• Split the payment. Not the fun.
• Wherever you are. However you want.
• Take your time.

Extended platform: “Split your way. Take your time”
This allows us to layer in how you pay and when you pay, keeping the same logic across both.

The work

01 — Card launch emailers

FROM: Tabby
SUBJECT: Tabby is coming with you.

You see something you like and a price you’re not too crazy about. Tabby steps in. Everyone goes home happy. Including your bank balance.

Well, Tabby has news. We’re not just at the checkout anymore. We’re coming with you. In your wallet, on your phone, ready when you are.

Meet the Tabby Card. Use it anywhere Visa is accepted. Take up to 40 days to pay. Or split what you want, when you want, directly in the app. Up to 8 payments. No interest. No fees. No surprises.

How you pay and when you pay is up to you. That’s the whole point.

And on Tabby+, pick your top 3 spending categories each month and earn 5% cashback.

Get your Tabby Card

FROM: Tabby
SUBJECT: It’s… a card.

No countdown timer. No confetti. No dramatic pause while someone fumbles with an envelope.

It’s a card. The Tabby Card.

Same Tabby you know, now beyond the checkout screen. It goes wherever you go, works wherever Visa is accepted, and pays however you want it to. Up to 40 days to pay. Or split into up to 8 payments in the app. No interest when you pay on time. No fees.

You decide how. You decide when. The card just follows.

On Tabby+, your everyday spending earns 5% cashback.

Get your Tabby Card

FROM: Tabby
SUBJECT: Fluent in flexibility.

Sometimes you want it done and out of the way. Sometimes you want breathing room. Now you don’t have to pick one.

The Tabby Card works wherever Visa is accepted. Pay in full. Take up to 40 days. Or split into up to 8 payments directly in the app. No interest when you pay on time. No extra fees.

You’re not working around a payment system. The payment system is working around you.

Your card. Your payments. Your way.

Get your Tabby Card

02 — Push notifications

• Pay later. Or later-er. / Up to 40 days. Or split into 6, 8, or 12 payments. The Tabby Card answers to you.
• Split. Save. Smile. / The Tabby Card is here. Up to 8 payments. No interest. Just pay your way.
• A card and a wallet get together… / It’s the Tabby Card. Lives in your wallet. Pays your way. Up to 8 payments, anywhere Visa works.
• Card now. Payments later. / Tabby Card is here. Up to 8 payments. No interest when on time. Anywhere Visa works.
• Split happens. / Tabby Card. Up to 8 payments. No interest. No fees. No surprises.

03 — Rejection emails

FROM: Tabby Support
SUBJECT: Pay in 4 didn’t work out this time. Let’s fix that.

Hey,

Pay in 4 didn’t go through this time. We know that’s frustrating.

We check a few things each time, and sometimes it just doesn’t line up.
It’s not the end of the road though.

A couple of things that go a long way: using Pay in Full with Tabby, trying Pay in 3 where it’s available, and keeping your payments on time.

Nothing complicated, just Tabby getting to know you a little better.

We’ll keep checking in the background. And if you need anything, we’re here.

Tabby Support

FROM: Tabby Support
SUBJECT: About Pay in 4…

We know how it is. You choose Pay in 4 at checkout and it doesn’t go through. Frustrating.

Pay in 4 builds over time. The more we see how you shop and pay, the better placed we are to offer it when you need it.
Think of it as building a bit of history with Tabby.

Try Pay in 3 where it’s available, use Pay in Full when it makes sense, and keep your payments on time.
Do that consistently and Pay in 4 becomes a lot more likely to say yes.

We’d like Pay in 4 to be there for you next time. We’ll keep checking as you go.

Tabby Support

04 — Slogans

Compressing the control territory into a single line.

• Hello, four-ward thinking.
• Be in charge of the charge.
• Divide and conquer. No, really.
• More time. Less dime.
• Pay less. Stress less.

05 — Paid ad concepts

Three film concepts dramatizing the moment control shifts from the price tag to the person holding the card.

Ad 01 / Group chat
A group chat kicks off when someone shares a pair of sneakers everyone loves, until the price lands and the mood drops. Just as the chat slows, one friend posts a screenshot showing he has already paid, sparking a wave of “how?” messages. He replies with Tabby, shifting the tone instantly. The film moves into the app, showing the purchase split into four clear payments.

Ad 02 / Shop like a boss
A customer browses under the watchful eye of a shopkeeper who quietly sizes him up. He brings a high-priced item to the counter. Hears the price. Unfazed, he asks: “How much in 4?” The shopkeeper pauses, confused, until the customer reveals Tabby on his phone. The tension breaks into a knowing smile. It’s not about whether you can pay. It’s how you choose to.

Ad 03 / And in 4?
In a sneaker store, a customer hears “850” and asks, “And in 4?” At a café, “24 riyals” gets the same response. Online, a total sits on screen before a quiet “And in 4?” clicks through. Electronics shop. Petrol station. The pattern repeats, almost a reflex. A friend says “You owe me 90.” The reply: “And in 4?” The film closes on a clean split into four payments.