Altruist, the up-and-coming custodian that now serves almost 5,000 advisors, announced this week a “significant rebrand and overhaul” that amounts to what it refers to in a post on its website as “the completely reimagined look and feel of our brand.”
“Log in to any legacy custodian portal and you might think you’ve been transported back in time,” said Jason Wenk, founder and CEO of Altruist, in its announcement of the rebrand.
As part of the overhaul, Altruist updated its logo, color palette, fonts, photography, illustrations and motion guidelines (which are meant to ensure consistency of design across animations).
“The system pairs bold typography, narrative-rich artwork, and clean, concise data to break from the tired look of legacy institutions—and the overly slick feel of typical fintech. It’s a bold shift. And it feels deeply true to Altruist,” wrote Altruist creative director Daniel Haire in the company’s announcement.
In April, Altruist raised $152 million in a Series F funding round that valued the RIA custodian at $1.9 billion and brought its total fundraising to $602 million. At the time, company executives said the funding would go toward developing new technology, tools, products and other features.
Last year, Altruist launched capabilities including a high-yield cash account, automated tax management tools and a digital fixed-income trading tool.
Only a year ago, Altruist announced its $169 million Series E funding round in May 2024.
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