Premier Switch Solutions Unveils New Brand Identity After 14 Years, Launches Smartphone Tap-to-Pay Service in Ethiopian Market

#EBR_News Aug 28, 2026

Premier Switch Solutions S.C. officially unveiled a new corporate brand identity at a ceremony held at Skylight Hotel in Addis Ababa on Thursday, retiring the visual identity the company has carried since it began operations in 2012 and replacing it with a redesigned brand it says reflects its transformation from a payment switching platform into a full-spectrum digital payment technology institution.

According to the company’s press release, the new brand was developed with deliberate symbolism. The bold typography is intended to convey PSS’s leading position and established presence in the payment sector, while a colour gradient on the first letter of the logo represents the company’s continuous journey of transformation from its origins to its future direction.

The design follows the Golden Ratio, a mathematical proportion widely associated with balance and visual harmony which PSS said affirms its commitment to quality and efficient service delivery.

PSS Board Chairman Hailu G/Mariam said at the event that the rebranding marks a historic transition point for the institution. “Our focus is on creating a lasting impact on the overall financial ecosystem,” he said, adding that PSS must seize the opportunity created by rapid digital growth and competition in the sector by continuously strengthening its technological capability and investing in reliable payment infrastructure.

The brand change comes as PSS simultaneously announced the acquisition of POS Operator and Payment Gateway Operator licences from the National Bank of Ethiopia and the launch of two new technology services, a Soft POS smartphone-based payment acceptance service and PSS Secure, a 3D Secure technology that adds an authentication layer to online card transactions.

The company also formally introduced PSS Trading, a newly established technology subsidiary offering software development, cybersecurity, and digital solutions to financial sector institutions.

PSS CEO Amha Tadesse said the two entities, the payment company and the technology arm, together create a combined capacity to provide end-to-end digital transformation solutions for Ethiopia’s financial sector.

“Our new capacities in POS and Payment Gateway services, as well as new technological solutions like Soft POS and PSS Secure, will ensure our commitment to creating a lasting impact on our customers, partners, and the country’s overall financial system,” Amha said.

Established in 2009 with six shareholder banks and operational since 2012, PSS has personalised over 9.4 million payment cards and processed more than 257 million transactions worth over 291 billion birr across its infrastructure.

PSS is also the only company in Ethiopia providing internationally recognized payment card personalization services, including printing of Mastercard and Visa cards, it said.

It holds a 27 percent share of payment cards, 16 percent of ATMs, and 24 percent of POS machines in Ethiopia’s payment ecosystem, a footprint that gives the new brand considerable market visibility from day one of its introduction.