This week, we’re proud to introduce a new visual identity that reflects the worldview we hold as a company:

We believe the right relationships can build anything.  

That belief shapes everything we build. It connects our strategy to our visual and verbal identity. It affects how we show up as a brand. It’s the internal story we tell that helps the outside world understand our value in a clear and compelling way. And now, with the unveiling of our new brand, that story has a visual expression. We’re not just rebranding. We’re rewriting what the custodial experience should look and feel like for modern advisors and their clients.

Logo: What we’re building together. 

At the heart of our new identity is a logo designed to reflect the strength of relationships. The interconnected forms—most notably the subtle line linking the “U” to the rest of the wordmark—are a visual metaphor for the relationships we hold dear: between Altruist and advisors, and between advisors and their clients. It’s simple, intentional, and packed with meaning.

Typography: Where strength and warmth intersect.

We chose two typefaces that embody the purpose of our platform. Waldenburg is our primary typeface. It’s bold, impactful, and uniquely suited for online environments, much like the modern infrastructure we’ve built for advisors. Oceanic, our secondary typeface, brings warmth and humanity to the brand, a reminder that while our platform is digital, the heart of financial advice is deeply human. 

Color Palette: Intentionally distinct from legacy players. 

Black and white will serve as our core colors. They’re timeless, confident, and clean. Around them, we’ll add vibrant but thoughtful accents of green, blue, and orange. These accent colors help guide focus, drawing the eye to the most important information, key tasks, and calls to action. Whether in our platform, marketing, or communications, they ensure what matters most never gets missed.

Illustration: How better outcomes are achieved.

We are introducing a new illustration system to help communicate complex ideas with warmth and clarity. The art is often metaphorical, with elements that rise, grow, or evolve, mirroring the independence and ambition of the advisors we serve. Sometimes it takes a moment to see the full picture, and when it clicks, it clicks.

Communication: Language that is clear, optimistic, warm, and impactful.

You own the relationship with your clients, and we respect that. As their custodian, there are occasions when we need to communicate with them. In those moments, we aim to reflect the confidence and care you bring to your work with messages that are easy to understand and act upon, delivered in a tone of voice that engenders confidence and trust.

Photography: We are all Altruists.  

We’re eliminating all use of stock photography. Our platform is custom-built for RIAs, and that means every detail should feel intentional and real. Just like there’s no one-size-fits-all approach to advice, there’s no place for generic imagery in how we represent our brand. We’re shifting toward a more intimate, authentic photographic style. We’ll be showcasing the real individuals building and delivering on our mission, plus advisors in candid conversation and in casual settings that reflect the human side of wealth management. This is how advice really happens, and our visuals now reflect that.

You’ll start to see our new identity today, on the advisor and client portal, mobile app, website, email, and social media. Our refreshed look is also reflected in the promotion of both Altruist One and Hazel, our AI-assistant, both launching this summer (waitlists open now). The full rollout of our new brand will continue across all product and marketing surfaces over the coming months, with full integration expected by end of summer.