Altruist Launches Bold Rebrand, Further Separating Itself From Legacy Custodians

Altruist unveils an imaginative yet functional new brand identity.

LOS ANGELES--(BUSINESS WIRE)--Altruist, the modern custodian built exclusively for RIAs, today announced a significant rebrand and overhaul of its advisor platform and client portal. Now supporting over 4,900 advisors, Altruist is the fastest-growing RIA custodian according to the 2025 T3 Software Study. The platform has tripled assets under management for two consecutive years and is increasingly attracting larger, more sophisticated high-growth firms, with average firm size up 43% year-over-year.

“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. “Good design makes products more accessible. It makes using those products more intuitive. Consumer finance apps have been charging ahead in this area. Advisors and clients deserve a platform experience that's aligned with the impact of the work getting done.”

Key updates include a new logo, color palette, fonts, photography, illustration, and motion guidelines. According to Wenk, the only elements that were off-limits were the name and mission statement.

“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 Creative Director Daniel Haire. “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.”

The rebrand comes on the heels of two major teasers from the company: a new subscription bundling premium features across the platform known as Altruist One, and the debut of Altruist’s flagship AI product, Hazel. To learn more about how Altruist can help advisors build better businesses and stronger client relationships, visit the rebranded altruist.com and contact the Altruist team for a personalized demo.

ABOUT ALTRUIST

Altruist is the platform of choice for RIAs who want better outcomes, responsive service, lower fees, and more time to do the real work of advising clients. The company offers intuitive software for account opening, trading, reporting, billing, and over 22 integrations, empowering advisors of all sizes to grow and scale client-centric practices. Altruist is the third-largest custodian by advisors served, supporting nearly 5,000 advisors. Learn more at https://www.altruist.com and follow Altruist on LinkedIn.

Keep in mind, other brokerage fees, Model Marketplace fees and related expenses may apply on your client's assets. Please see the Altruist Financial LLC and Altruist LLC Fee Schedules and Subscription Pricing on altruist.com/legal to learn more.

Altruist Corp ("Altruist") offers technology and tools designed to help financial advisors achieve better outcomes. Advisory and certain other services are provided by Altruist LLC, an SEC-registered investment adviser, and brokerage-related products and services are provided by Altruist Financial LLC, a member of FINRA/SIPC. Nothing in this communication should be construed as an offer, recommendation, or solicitation to buy or sell any security. Additionally, Altruist or its affiliates do not provide tax advice and investors are encouraged to consult with their personal tax advisors. Clearing and custody of securities provided by Altruist Financial LLC. © 2025 Altruist Corp 3030 S La Cienega Blvd Culver City, CA 90232.