New taglines are usually a little more simple and straight-forward than “well-th. rebalanced,” which is the new one unveiled by Hightower, a national wealth management firm in the 401k market.
The Chicago-based registered investment advisor firm, with advisory businesses in 34 states that provides investment, financial and retirement planning services to individuals, foundations and family offices, as well as 401k consulting and cash management services to corporations, unveiled its new brand image and tagline Jan. 29.
The multicolored logo and message—”well-th. rebalanced.”—is intended to represent the firm’s collective energy and focus on holistic wellness for both clients and Hightower’s close-knit advisor community, the company said in a statement.
“We believe that the definition of ‘wealth’ must expand to include more than just a measure of a person’s financial success,” said Abby Salameh, Chief Marketing Officer of Hightower. “Our new brand message—’well-th. rebalanced.’—is directly aligned with our mission to help clients achieve wellness in all aspects of their lives. There are so many ways to be ‘well-thy:’ in our relationships, in our physical health, in our emotional lives, and yes, in our finances. All of these things are interconnected, and our new look and feel is designed to reflect that complex synergy.”
The new brand image was a collaborative effort: Over six months, more than 40 Hightower employees, advisors and stakeholders attended intensive brainstorming sessions that solidified what the firm has been in the past, and what it wants to be in the future.
The statement said the new messaging echoes the firm’s dedication to building the next generation of the advisory industry: “A community that is laser-focused on unleashing potential for everyone, regardless of their distinctive passions and goals, but built on listening and empathy, and which offers holistic life coaching through access to a curated suite of seminal resources and tools.”
The new logo’s colorful line design, shown at right, is said to represent the firm’s diverse and vibrant community, conveying the message that everyone—Hightower advisors, employees and clients—are stronger, better and more fulfilled when they work as a team.
“We are passionate about helping investors achieve their personal definition of ‘well-th’ by giving advisors the resources and space to care for their clients in their own distinctive ways,” said Bob Oros, Hightower CEO. “This new branding reflects our efforts to create a community in which advisors of all stripes can feel supported—in business, operations and more—to grow their practices and devote more time and energy into nurturing client relationships.”
The new branding comes after a year of significant growth and change for Hightower. Oros came aboard in January 2019 and spent the next 12 months building out the firm’s management team and overseeing four large M&A transactions, including Green Square Wealth Management ($2.6 billion in assets under administration, or AUA), LourdMurray ($4.8 billion AUA), Lexington Wealth Management ($1 billion AUA) and Schultz Collins ($1 billionAUA). As of Dec. 31, 2019, Hightower’s assets under administration (AUA) were approximately $87.4 billion* and its assets under management (AUM) were $57.4 billion. The company grew 9.6% organically in 2019, up from 8% in 2018.
Hightower offers independent-minded advisory businesses a capital-rich partner and customizable suite of services designed to help accelerate growth. In addition to capital, Hightower provides an advanced, integrated advisor platform—including technology, compliance, accounting, payroll, human resources, investment research/due diligence and marketing services. Advisory groups that partner with Hightower also gain access to business development consulting, economies of scale, deep industry relationships and a supportive advisor community.
To view a video featuring the newly refreshed branding, visit https://www.youtube.com/watch?v=3b5nV0Xc25Q&feature=youtu.be.
*Includes signed, but not closed deals.
Veteran financial services industry journalist Brian Anderson joined 401(k) Specialist as Managing Editor in January 2019. He has led editorial content for a variety of well-known properties including Insurance Forums, Life Insurance Selling, National Underwriter Life & Health, and Senior Market Advisor. He has always maintained a focus on providing readers with timely, useful information intended to help them build their business.
