Altruist Launches Rebrand, Unveils New Logo

Altruist, a financial service that oversees and protects client assets, has announced a rebranding along with a significant revamp of its advisor platform and client portal.

Reportedly supporting over 4,900 registered investment advisors (RIAs), Altruist was last year valued at more than $1.5 billion.

It is currently the fastest-growing RIA custodian according to the 2025 T3 Software Study.

The company’s rebranding features a new logo, updated colour palette, fresh fonts, photography, illustrations, and motion guidelines.

The rebranding follows two significant teasers released by the company: a new subscription that bundles premium features across the platform, called Altruist One, and the launch of Altruist’s flagship AI product, Hazel.

“Our goal was to create a brand that communicates big ideas with clarity and conviction. We stripped away unnecessary complexity to reflect the optimism and humanity of the people working to improve this industry,” says the American firm’s creative director, Daniel Haire.

Adding: “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.”

Source: Altruist