Altruist, the up-and-coming custodian that now serves nearly 5,000 advisors, introduced this week a “important rebrand and overhaul” that quantities to what it refers to in a publish on its web site as “the utterly reimagined feel and appear of our model.”
“Log in to any legacy custodian portal and also you would possibly 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, coloration palette, fonts, images, illustrations and movement tips (which are supposed to guarantee consistency of design throughout animations).
“The system pairs daring typography, narrative-rich art work, 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 artistic 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 complete 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 yr, Altruist launched capabilities together with a high-yield money accountautomated tax administration instruments and a digital fixed-income buying and selling software.
Solely a yr in the past, Altruist introduced its $169 million Sequence E funding spherical in Might 2024.