Altruist is different today. Not slightly-darker-shade-of-green different, either.
What you and your clients are seeing is the completely reimagined look and feel of our brand. You’ll find these changes reflected across our product, marketing, and all other formats and channels, in person and online.
Design at Altruist
Design has been front and center at Altruist since day one—in fact, my first Altruist hire was a design leader. He and many others helped us push the company in a direction that was intentionally distinct from the status quo. Today, we’re going further beyond our legacy competitors with a new visual and verbal identity that is even more aligned with the gravity of the work you do for your clients.
Granted, talking about design can get pretentious fast, but good design is something everyone can feel. Good design makes products more accessible. Good design makes using those products more intuitive.
For most clients, building, preserving, and passing on their wealth is only outranked by family and health. As such, the design of the products supporting those efforts should be exceptional.
Sadly, that view is not shared across our industry. And clients’ experience with their money suffers because of it.
Our Central Belief
Alongside a new logo, color palette, photography, illustrations, and editorial guidelines, a rebrand is a chance to plant a stake in the ground about what we believe. Before a single design file was created, there were months of deliberation to arrive at our worldview. It is a simple idea held with the highest conviction:
We believe the right relationships can build anything.
We’re proud of the relationships we continue building with the nearly 5,000 advisors using Altruist. We see these relationships strengthening daily through our interactions on the platform, participation in the idea portal, and the votes of confidence we receive through surveys like T3.
Most important, though, are the relationships you are building with your clients. Those relationships, some of which are decades in the making—others brand new—deserve a platform that can help them go from strength to strength. A platform that can help facilitate an even stronger human connection.
“Our goal was to create a brand that communicates big ideas with clarity and conviction. We stripped away unnecessary complexity to reflect the optimism and humanity of the people working to improve this industry. It’s a bold shift. And it feels deeply true to Altruist.”
Daniel Haire / Creative Director
Looking forward
When we started this process, we said nothing was off limits. Well, almost nothing. Some things will never change; the two obvious ones are our name and our mission. Altruist exists to make financial advice better, more affordable, and accessible to everyone. In that vein, we have some extremely exciting new announcements on the horizon (both of which are currently in beta with a small cohort of advisors). But those details are for another day.
Thank you for being on this journey with us.
Jason Wenk
Founder, CEO
P.S. If you want more specific details about the new
Altruist brand, check out this post.
