Wise is a British company with lots of customers around the world, the article is by someone in New Zealand.

It is cheaper than British banks for international transfers. Its business accounts are both easier to open and cheaper to run than those of the banks.

You are right that transfers from personal bank accounts in the UK are usually free and rapid (usually immediate, guaranteed to be within two hours), and similar or better in many other places, but Wise still has an offering beyond that.