Geldmaat: rebranding every ATM in the Netherlands

Cash is used less and less in the Netherlands, which means ATMs are being used less as well. The aim of the partnership between the banks and Geldmaat is to keep cash available, accessible, affordable and secure in the long term. Ease of use for private and business end users is central to the project.

Geert Eikelboom, CEO of Geldmaat: “Payments in shops are increasingly digital. But there is still a need to withdraw or deposit cash. That is why we are working with the banks on a shared ATM network that lets us distribute the machines more evenly across the Netherlands. Right now you sometimes see five machines from three different banks standing close together in one shopping area. Based on the number of transactions and visitors in the area, two machines may well be enough. We are going to adjust the network in many locations like that. Thanks to the new software, all Geldmaat machines will work in the same way. That is how we make sure everyone keeps easy access to cash.”

“We are working with the banks on a shared ATM network that lets us distribute the machines more evenly across the Netherlands."

Together with the three banks, Geldmaat is responsible for realising the new network of yellow ATMs. Globrands guided the naming process and VBAT (now Superunion) developed the positioning and brand identity of the new ATMs. Geldmaat selected VIM Group as implementation partner for the full roll-out of the new design. Preparations for production and installation are now well under way. During 2019 we will start rolling out the new identity step by step. The full rebrand is expected to be complete by the end of 2020.

For more on how we are keeping this complex brand change programme on track, read our case description or get in touch!