Altruists develop brands

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Altruist, a promising custodian who currently serves almost 5,000 advisors, announced this week a “significant rebranding and overhaul” equivalent to what it mentions. Posting to that website As a “a completely rethinking look and feel of our brand.”

“When you log in to the Legacy Custodian Portal, you may think you were taken in time,” said Jason Wenk, founder and CEO of Altruist, in a Rebrand announcement.

As part of the overhaul, Alturist has updated its logos, color palettes, fonts, photos, illustrations and motion guidelines (to ensure consistency in the design across the animation).

“The system combines bold typography, story-rich artwork, and clean, concise data to break away from the tired look of a legacy institution and the overly smooth feel of a typical fintech. It’s a bold change.

In April, Altruist raised $152 million in the Series F funding round, which valued RIA Custodian at $1.9 billion and increased its total funding to $622 million. At the time, company executives said the funds would be directed towards the development of new technologies, tools, products and other features.

Last year, altruists launched a feature that includes a High yield cash accountautomated tax management tools and a Digital Fixed Income Trading Tool.

Altruist just a year ago Announced a $169 million Series E funding round in May 2024.