MissionSquare Updating Name, Logo, URL and ‘Brand Promise’
Several customer experience initiatives that will be rolled out over the coming months were announced today by Washington, D.C.-based public sector retirement planning firm MissionSquare Retirement.
The company will introduce strategic enhancements to the overall experience for current and future customers, including an updated brand name and logo, a redesigned corporate website, and a “bold new brand promise,” according to a press release today.
“As we move forward with our next chapter, we will be expanding how we support individuals and their families as their financial lives change, helping them every step of the way by making sophisticated solutions simple,” said Andre Robinson, CEO at MissionSquare. “As a company built on the impactful relationships we have created with our customers, they will remain at the center of all we do. We are focused on providing solutions that individuals increasingly want and need, allowing us to remain well-equipped to build our business and deliver positive financial outcomes for all.”
MissionSquare’s strategic direction is being driven by a new promise to its customers: “Big enough to deliver, small enough to care.” The release said the promise reflects MissionSquare’s decades of experience serving customers of all sizes while remaining true to the organization’s commitment: building lasting relationships through deeply personalized service and care.
“We are a company that prides itself on the service, investments, and technology we offer our customers,” added Robinson. “As we look to the next phase of our expansion efforts, the strategic investments we are making will bring further value to customers as we provide them with more financial solutions and expand our reach to areas of the market where we have the ability and expertise to grow.”
Among the other changes to the overall experience customers will see in the coming months:
• Updated name and logo: As the organization continues to evolve to help meet the growing financial planning needs of individuals and their families, “MissionSquare Retirement” will now go by “MissionSquare.” The transition signifies MissionSquare’s focus on expanding its capabilities to deliver comprehensive wealth management services in addition to workplace retirement plans.
• Redesigned corporate website: The redesigned MissionSquare website will offer a modern and elegant experience for plan sponsors, individuals, and financial professionals. Enhancements will include new and intuitive account opening features and updated account management functions.
• Transition to .com: Missionsq.org will transition to MissionSquare.com, providing a more readily recognized URL source for all individuals to better align with the organization’s expanding services and capabilities that will soon be introduced to the marketplace.
The evolution of MissionSquare’s customer-facing initiatives builds on the organization’s ongoing investments in products and capabilities to help improve the customer experience. Recently, the firm announced its largest reduction in fund costs along with plans to introduce a new retirement income solution.
More financial solutions—including brokerage accounts, high-yield savings, education accounts, self-service financial planning, and access to expanded investment solutions such as cryptocurrency exchange-traded funds—will be rolled out in the second half of 2025 and next year.
Founded as a mission-based financial services company in 1972, MissionSquare manages and administers over $74.6 billion in assets, more than 1.3 million participant accounts, and serves over 9,000 plans.
SEE ALSO:
• MissionSquare Shrinks Fund Costs, Wealth Enhancement Acquisition
• MissionSquare Adds Income America 5ForLife In-Plan Income Solution
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.
