Making tax less taxing
with Beamin

Born Ugly has teamed up with Wise to create the Beamin brand and app experience to support gig workers in making their tax returns simpler and more engaging. Gamifying the tax tracking experience, the Beamin money pot and platform aims to make tax, clear, concise, and welcoming by swapping the familiar and formulaic for the interactive and responsive.

We worked alongside Wise to create a brand with a positive story to tell and an engaging, simple, interactive experience to stop tax being taxing. Bringing together cues of gamification and wellness, Beamin shines a new perspective on taking care of tax.

Updated in real time, the money pot gives user oversight and transparency of tax incoming and outgoing all in one place and in one pot, with users being motivated to keep their pot healthy by maintaining their tax and finances in green.

The development of the money pot concept inspired the expansion of the new, progressive Beamin platform which only provides the essential information to users in a simple format, with everything else being automated in the background.

Sarah Dear, CEO at Born Ugly, said: “Let’s be honest, tax is not fun. It’s time consuming and can often overwhelm people. We worked to move away from the mundane money world to create an ecosystem brand that injects much needed positivity and optimism around taxes whilst building security and credibility. This app pioneers the notion of tax simplicity whilst moving away from the idea that tax has to be static black and white figures on a page.”

James Orton, Co-Founder at Wise added: “From the beginning Born Ugly challenged the internal teams and our audience’s interpretation of tax. The money pot concept inspired our development team to revisit the UX and create a new disruptive platform, influenced by the principle of the Beamin money pot. Our mission to transform the experience of tax was realised, and now we’re all Beamin!”

Check out the Beamin experience here.