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Altruist, the up-and-coming custodian that now serves virtually 5,000 advisors, introduced this week a “vital rebrand and overhaul” that quantities to what it refers to in a submit on its web site as “the utterly reimagined appear and feel of our model.”
“Log in to any legacy custodian portal and also you may assume you’ve been transported again in time,” mentioned Jason Wenk, founder and CEO of Altruist, in its announcement of the rebrand.
As a part of the overhaul, Altruist up to date its brand, shade palette, fonts, pictures, illustrations and movement tips (which are supposed to guarantee consistency of design throughout animations).
“The system pairs daring typography, narrative-rich paintings, and clear, concise knowledge to interrupt from the drained look of legacy establishments—and the overly slick really feel of typical fintech. It’s a daring shift. And it feels deeply true to Altruist,” wrote Altruist inventive director Daniel Haire within the firm’s announcement.
In April, Altruist raised $152 million in a Sequence F funding spherical that valued the RIA custodian at $1.9 billion and introduced its whole fundraising to $602 million. On the time, firm executives mentioned the funding would go towards creating new know-how, instruments, merchandise and different options.
Final 12 months, Altruist launched capabilities together with a high-yield money account, automated tax administration instruments and a digital fixed-income buying and selling device.
Solely a 12 months in the past, Altruist introduced its $169 million Sequence E funding spherical in Could 2024.