Moneyinfo rebrand

Perceptions of Moneyinfo were limited: many saw it as “just a client portal,” rather than a mission-critical solution. This wasn’t helped by a proposition that was difficult to distill into a single, compelling sentence, and a breadth of features that often diluted the focus.

The bottom line was that in a market crowded with “good enough” alternatives, Moneyinfo messaging wasn’t strong enough to overcome inertia.

To move from “nice to have” to “must have,” the brand needed sharper positioning that communicated the ultimate outcomes it delivered – and an identity that reflected these business results rather than just the technology behind them.

The core benefits stayed the same; the technology hadn’t changed. But we made sure they were always linked to real client problems. Less abstract features, more tangible solutions that help wealth managers work smarter, reduce risk, and demonstrate value.

The breakthrough

We identified that Moneyinfo’s real strength wasn’t technology for its own sake. It was the ability of that technology to solve client problems and amplify their expertise. Whether it’s the continuous development of digital tools, the ability to tailor solutions, or the dedicated support from an experienced team – Moneyinfo puts client needs first. Always.

This people-first approach clearly differentiates the brand from broadly tech-first competition, and led us to articulate why Moneyinfo exists:

“To relieve our clients of unnecessary pressures and give them the power to unlock peak performance.”

The brand strategy now did a much better job of explaining why Moneyinfo was “more than just a portal.” But we still needed to shift perceptions.

A people-first identity

Making this shift demanded a new visual identity. One that placed people before technology, and elevated Moneyinfo from “just another app” to a brand that helps clients reach their goals.

Photography was the natural starting point. Yes, we’d still show the technology – screenshots, interface details – but always within context. Showing the people using Moneyinfo, and how it fits into their working lives.

We also made sure wealth managers were front and centre. The imagery brings the benefits to life: confident, relaxed, in control. There are subtle hints to major financial centres in some backgrounds, but we kept these understated to avoid cliché.

For the logo, we wanted something that reflected the new positioning. By focusing on the ‘M’ in the wordmark, we created the ‘Peak’ graphic – a bold, confident mark that’s also flexible enough to create eye-catching layouts across different applications.

The colour palette evolved rather than revolutionised. The brand is still rooted in green hues, maintaining connection to its heritage, but with added refinement and punchier accent colours.

Put it all together: a brand that communicates clearly what it stands for, why wealth managers should listen, and does it with confidence and polish.