Betterment Updates Brand with Refresh

Gone is the modern speedometer logo and in its place is a “more optimistic” look for the Wealthtech Betterment.

Betterment is pushing back on the current state of political division and ubiquitous acrimony with a warmer brand, kind of like a rising sun.

In a blog post today, Betterment explained their thought process.

We’ve been thinking about that a lot recently—about being more than an investing platform. So we did what any good and proper tech company would do: We partnered with our friends at Trollbäck+Company to review our brand strategy, tone, and visual identity. 

We began by broadening our mission: Making people’s lives better. It’s big. And we’re excited about it. Betterment is always working to make progress, putting the lives of the people we support at the center of what we do, all with the aim of getting better every day.

To reflect this expanded vision of what Betterment offers, we refreshed our logo, which we’ve affectionately dubbed “the sunrise”, and created a new visual style. You’ll notice warmer colors, a more optimistic tone, and a focus on the future—and what we can make of it together.

We won’t go into every angle of the design updates here (although, design nerds, keep your eyes peeled for an in-depth blog post coming soon), but we wanted to let you know that you’ll be seeing these changes across our website, app, social media, and more. Most importantly, you can rest easy knowing that our technology is still working as hard as ever to help you grow your money.

Betterment is one of the original Robo-advisor platoon. Today, the Fintech claims over 700,000 customers and $32 billion in assets. More of a neobank, Betterment says they have more options and features on the way.

Last September, Betterment raised $160 million so the cash coffers are pretty full so you can anticipate more updates and changes soon to follow the new-shiny logo.

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