Regional communication agency Pi2 has been appointed as the strategic communication partner of Claret Credit, a non-bank financial institution ranked among the top 10 players on the Romanian market by assets. ^[1]

The collaboration marks a new stage in Claret Credit’s communication strategy, as the company accelerates its development plans, expands its financing solutions for Romanian businesses and continues the digitalization of its operations.

Through this partnership, Claret Credit aims to contribute more actively to the conversation around companies’ access to financing, in a context where entrepreneurs are taking a closer look at investment decisions, available liquidity and operational costs. The communication will focus on the real needs of micro-enterprises, startups and SMEs, as well as on the role of flexible financing solutions in supporting day-to-day activity and future development plans.

A strategic communication partnership built around business growth

The partnership between Pi2 and Claret Credit is designed to support the company’s next phase of development through a more structured and active communication approach.

Claret Credit has entered an accelerated growth phase that began in 2024, following the implementation of a new development strategy and the appointment of Mircea Lupu as CEO. With more than 20 years of experience in the financial and banking sector, including extensive expertise in business financing, he is leading the company through a stage focused on digitalization, portfolio expansion and stronger market positioning.

In this context, Pi2’s role is to help translate Claret Credit’s business objectives into clear, relevant and consistent communication for the audiences that matter most: entrepreneurs, SMEs, business media and the broader financial ecosystem.

“In recent years, we have seen increasingly clearly how important it is for companies to have access to financing when concrete needs arise, whether for working capital, investments, cash-flow gaps or opportunities that need to be acted on quickly. Our collaboration with the Pi2 team gives us the right framework to communicate these realities more clearly, more actively and more practically, as well as the solutions we are building for entrepreneurs,” said Mircea Lupu, CEO of Claret Credit.

Pi2 will support Claret Credit with strategic communication and media relations

As part of the mandate, Pi2 will provide strategic communication consulting and media relations services, with the objective of consolidating Claret Credit’s positioning as a financing partner for Romanian entrepreneurs and companies.

The agency will focus on building communication that is grounded in data, market context and the real needs of local businesses. This includes highlighting the role of flexible financing solutions in helping companies manage working capital, cover cash-flow gaps, support ongoing contracts, make investments or respond quickly to new business opportunities.

The partnership also aims to support a more active conversation around access to financing in Romania, especially in a context where entrepreneurs are evaluating liquidity, operational costs and investment decisions more carefully.

“Claret Credit is at a strong growth stage, supported by concrete results and a clear strategic direction. Our goal is to bring this story in front of the business press and the entrepreneurial community through communication that is grounded in data and in the reality of Romanian companies that need flexible financing,” said Mirela Pitu, Founder and General Manager of Pi2.

Communicating Claret Credit’s role in the Romanian financing market

With more than a decade of experience in financing Romanian businesses, Claret Credit is part of the international financial group Zuk Finance and a member of the Romanian Microfinance Association.

The company closed 2025 with a 150% increase in the volume of loans granted compared to the previous year, while net assets grew by approximately 30%. These results reflect both Claret Credit’s accelerated development and the increasing demand among Romanian companies for fast and flexible financing solutions adapted to their operational needs.

Claret Credit provides credit solutions for legal entities across Romania, serving companies at different stages of development, from micro-enterprises and startups to SMEs and larger businesses. Its clients operate in sectors such as construction, transport and logistics, retail, HoReCa, services, manufacturing and agriculture.

By working with Pi2, Claret Credit aims to make its business story more visible and accessible to the market, while contributing to a more practical and relevant conversation about financing options available to Romanian entrepreneurs.

The partnership reinforces Pi2’s role as a communication agency working with companies in transformation, growth or repositioning stages, where strategic communication can support business objectives, market visibility and stakeholder trust.

^[1] The NBFI lending market for corporate clients, excluding leasing companies and entities owned by banks or backed by various financial groups.