Candidly

Candidly is an AI-driven student debt and savings optimization platform that guides individuals and families through every step of the planning, borrowing, and repayment experience. Operating in the B2B2C space, Candidly delivers its digital debt management program as an employee benefit or seamlessly integrates into partner platforms as part of comprehensive financial wellness programs. As a Series A company positioning for growth, Candidly needed a brand that could support its evolution into a fully integrated platform addressing the complete lifecycle of education expenses.

The ask

In 2022, Candidly approached Wunderdogs for comprehensive brand development and website creation as they prepared for significant company growth. The challenge was multifaceted: transforming conversations around student debt from shame and isolation to confidence and transparency, while building an enterprise-focused brand that would resonate with companies seeking to support their employees' financial wellness.

Key challenges we addressed

Reframing the student debt narrative: Our primary challenge was shifting the tone around student debt, from one of shame and isolation to one of confidence and opportunity. The brand needed to position student loans not as burdens, but as strategic investments in a brighter future.

Dual-audience strategy: As a B2B2C company, Candidly had to resonate with two audiences: enterprise clients seeking meaningful employee benefits, and individual users facing complex financial decisions. 

Communicating technical expertise: Candidly’s advanced financial solutions required a brand that could convey deep technical understanding without losing warmth. The result: a sophisticated yet approachable identity grounded in user-centered design.

Our branding approach

We built the brand around the idea of “creating new systems for managing existing assets.” A stylized "C" monogram and geometric content containers conveyed both structure and care, forming the foundation of a bold, cohesive identity. Custom illustrations and a unified visual language reinforced Candidly’s empathetic, human-centered approach to financial wellness.

Recognizing their digital-first model, we developed a scalable brand system and web platform built to extend reach and drive impact across every key touchpoint.

Our impact

The rebrand positioned Candidly for its evolution into a fully configurable financial wellness platform, supporting both a name change and strategic acquisitions.

What began as a brand and website launch in 2022 has grown into a multi-year partnership focused on continuous optimization and expansion.

Over three years, our collaboration has supported Candidly’s growth from Series A to Series B, ensuring the brand evolves in step with business goals.