Target Audience: Young professionals and families, as well as seniors generally entering into or already in retirement.
Key Values to Communicate: Financial planning is about people's lives - so trust is key. Also want to convey that financial planning should be accessible to all and not just the rich, that we keep things simple (i.e. don't get lost in jargon), and want to have a sense of improving well-being / purposeful life.
Stylistic Preferences: Open to exploring, but drawn to minimal, sophisticated and economical. Vintage financial planning almost = work hard, save hard, invest wisely, and live with purpose.
Colors: Grays / blues and perhaps mix of green to convey trust, security, and well-being/growth.
General background on heart of company:
We have a retirement crisis in this country - with individuals and families not planning or prepared. Further, money touches nearly every part of our lives, and directly impacts our well-being (health). Traditional financial planning firms are not positioned or seemingly even concerned about these two factors. Further, they generally make things complicated, may have a conflict of interest by pushing products, charge a lot, and generally target the rich.
This is where we differ. We want to help transform individuals lives by helping them reach their financial goals and improve their well-being so they can truly achieve their life's purpose. We do this by make financial planning accessible through transparency (fee only, not pushing products), simplicity (not complicated jargon, plans, etc.) and affordability (through a pay-what-you-want model).