The wealth management technology platform provider Orion has debuted a refreshed brand identity and logo meant to reflect the firm’s significant progress in unifying its broad suite of products and services — particularly the capabilities attained via its acquisitions of Redtail Technology and Brinker Capital.
The change comes a few months after Orion’s platform surpassed $5 trillion in client assets under administration, including nearly $103 billion in assets held directly on its wealth management platform.
Speaking with ThinkAdvisor about the development, Orion Chief Marketing Officer Betsy Perez said the new brand identity is “more than just a new look and a modernized, elegant logo.”
“It’s a reflection of who we are today and where we’re going,” Perez said. “The star in our logo is a nod to Orion’s celestial namesake and to the advisors we serve. They are our true north, and they’re building the future of wealth management."
Perez said the unified Orion platform has proven itself to be “the engine” behind accelerated advisor growth. She cited a recent internal survey that shows Orion clients achieved an organic asset growth rate that was nearly 10% higher over a 12-month period than that of non-Orion clients.
Part of this outsize growth, Perez said, stems from Orion clients using their client relationship management tools more seamlessly than their peers. This saves them time and effort to reinvest in client service and business development.
“As advisor needs evolve, we’re evolving too,” Perez added. “We’re delivering the unified and flexible ecosystem they rely on to scale and make a bigger impact for the investors they serve.”
“Alongside the refreshed brand, we’ve created a truly unified investment experience on the Orion platform across all the many asset classes and investment capabilities we have to offer,” Pruitt said.
“Our unified platform serves as a centralized guide for portfolio construction and reduces time to implementation. It also supports broader client needs through an expanded due diligence process and wider strategist coverage,” he added.
As Pruitt spelled out, the platform encompasses all major asset classes and investment vehicles — from separately managed accounts and ETFs to mutual funds and model portfolios. Through these vehicles, advisors can access active, beta, fundamental and quantitative investment approaches.
“We’re making sure advisors can personalize portfolios more efficiently according to their client’s unique goals, supported by Orion’s integration of behavioral finance, risk analytics and tax-efficient model construction,” Pruitt said.
“The overarching goal is to simplify portfolio construction and strategy selection for advisors and clients. We’re helping advisors deliver clarity, because clarity builds confidence,” he explained.
As part of the brand refresh, Perez noted, Orion is retiring the “Communities” name and transitioning to the more descriptive “Orion Investment Portal.” The new name better reflects the offering’s purpose, she said, which is streamlined access to a broad range of investment solutions.
Pictured: Ron Pruitt
© Arc, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to TMSalesOperations@arc-network.com. For more information visit Asset & Logo Licensing.