How Wise advertises
7,273 public ads run by Wise, with 15 still live. Mostly about International transfer.
Sep 6, 2019 → Aug 21, 2026· Meta ad library
Key learnings
Read from Wise's own figures against the other 7 Banking, Payments & Fintech Apps brands here.
It out-advertises everyone in its category.
7,273 ads against a peer median of 464 across the other 13 Banking, Payments & Fintech Apps brands here.
One product carries the library.
Wise appears in 3,162 creatives, 43% of everything Wise ran, ahead of Wise card (501), WISE (197).
One hook does the heavy lifting.
“Why do millions trust Wise to send money abroad?” runs across 80 creatives, with FEES AS LOW AS WE CAN GO, ALWAYS (75), Have bank accounts in different currencies? (73) behind it.
It sells the category, not a deal.
90% of its classified creative leads on value and only 7% on a discount. What discounting there is: Earn £10 (54), Save up to 70% on exchange fees (52).
It backs its winners hard.
61% of its creatives ran under more than one ad, 23,113 variants across 7,273 creatives.
Every figure is a count from the analysed creatives, not an estimate.
What it makes
Wise runs 46% video against 54% static, in line with the 47% category average across the 198 brands in this library.
Creative category
What the ad is fundamentally doing: leading on the category's value, on a discount, or on a story.
Based on the 100% of 7,273 ads that carried this field.
Format
Video against static, across everything it has run.
3,333 video · 3,940 static
Languages it advertises in
Content language of the ad, as classified on each creative.
How much it ships
New ads first seen each month. Output fell in the most recent month on record.
New ads per month
Ads counted in the month they were first seen, so a spike is new work rather than continued spend.
Of those, still running
How much of each month's output is still in market. A rising tail means recent work survived.
How long an ad lasts
The typical Wise ad runs 125 days from first to last sighting. Longevity is how creative fatigue shows up in public data: neither it nor reuse is a performance metric.
Run length
How long each ad stayed up, from first to last sighting. Short runs mean fast creative turnover.
- Under a week404
- 1–4 weeks899
- 1–3 months2,357
- Over 3 months3,613
4 shown · 7,273 ads across them
Based on the 99% of 7,273 ads that carried this field.
Reuse
A creative that ran under more than one ad. The source reports no spend, so this is the only signal of conviction in it.
23,113 ad variants across 7,273 creatives
What it says
Its most repeated opening line is "Why do millions trust Wise to send money abroad?", used on 80 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- Why do millions trust Wise to send money abroad?80
- FEES AS LOW AS WE CAN GO, ALWAYS75
- Have bank accounts in different currencies?73
- SENDING MONEY OVERSEAS?71
- Sending money abroad? You're probably being overcharged.65
- STOP SPENDING LIKE A TOURIST58
- 12 MILLION GLOBAL USERS CAN'T BE WRONG55
- Your money has places to be. Get more of it there with Wise.53
8 shown · 530 ads across them
Offers
The deal being put in front of the buyer.
- Earn £1054
- Save up to 70% on exchange fees52
- ÉCONOMISEZ JUSQU'À 80% SUR VOS FRAIS DE TRANSFERT30
- FEES AS LOW AS WE CAN GO, ALWAYS28
- Pagar apenas 1,1% de IOF na conversão24
- économiser jusqu'à 85 % par rapport à votre banque24
6 shown · 212 ads across them
Based on the 77% of 7,273 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Problem/solution221
- Highlighting product benefits89
- Highlighting cost savings84
- Highlighting cost savings and transparency81
- Highlighting convenience for travelers60
- Social proof and testimonial-driven marketing.59
6 shown · 594 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Trust406
- Financial security188
- Cost-consciousness183
- Trust in transparency165
- Financial empowerment144
- Financial relief95
6 shown · 1,181 ads across them
Based on the 59% of 7,273 ads that carried this field.
Hook type
How the opening earns the next second.
- Benefit / Value1,246
- Problem-Solution778
- Speed / Convenience223
- Feature / Product152
- Offer / Price135
- Social Proof75
6 shown · 2,609 ads across them
Based on the 37% of 7,273 ads that carried this field.
What it sells
The ask is almost always "Learn more".
Product categories
The kind of thing being advertised, as classified on each creative.
- International transfer6,724
- Personal finance2,779
- International bank transfer2,016
- Money movement & payouts902
- Payment acceptance115
- Business banking & finance52
- Risk & fraud prevention8
7 shown · 12,596 ads across them
Named products
The specific things it puts in the ad.
- Wise3,162
- Wise card501
- WISE197
- Wise app193
- Wise account84
- Wise Visa FIFA World Cup 26™ card56
- Wise travel card42
7 shown · 4,235 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Learn more5,063
- Learn More1,246
- Install now609
- Install Now122
- Download116
- Use app79
6 shown · 7,235 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- wise.com4,286
- play.google.com776
- itunes.apple.com562
- apps.apple.com119
- transferwise.com3
- youtube.com2
6 shown · 5,748 ads across them
What it is trying to do
The source carries no funnel stage. It does carry a coarser read on each ad's intent, and only on some of them.
Performance against brand
Whether the ad chases a conversion or builds awareness. Model-assigned, and only on the ads that carried it.
Based on the 18% of 7,273 ads that carried this field.
The work
The 9 ads Wise reused most, deduplicated by content hash so the same artwork never appears twice. The most-reused creative is the only signal of consequence the source carries: nothing here is a performance ranking, because no spend, impression or click data exists in a public ad library.
Top video creatives (4)
Top static creatives (5)
How the rest of Banking, Payments & Fintech Apps advertises
The biggest advertisers in this category on the same measures. Every one has its own page.
This is a slice of what Hawky sees
This page is built from public ad-library records alone. Hawky's Competitor Analysis runs the same read across every advertiser in a category, refreshed continuously, alongside the account's own performance, which is the half no public library contains.
How this was built
Counted from 7,273 public Meta ad-library records for Wise, first seen Sep 6, 2019 through Aug 21, 2026. Counts include dynamic product, dynamic creative and catalogue ads, so a filtered dashboard view will report fewer.
There is no spend, impression, click or conversion data here, because public ad libraries do not carry any and none can be inferred. Creative category, hook type, emotional appeal and intent are model-assigned classifications, not fields the platform reports. Where a classification covers only part of the library, the share is stated next to the chart.
“Reused” counts a creative that ran under more than one ad. Run length is the gap between an ad's first and last sighting, over the 99% of records carrying both dates. Paid collaboration is counted from the presence of a creator page on the ad; no creator is named.
Every comparison here is computed against the 8 Banking, Payments & Fintech Apps brands in this library, not an external benchmark.
