Following a merger and acquisition, as three investment platforms came together, Wealthtime needed a bold new story. One brand. One vision.
Following a merger and acquisition, as three investment platforms came together, Wealthtime needed a bold new story. One brand. One vision.
Wealthtime is part of a fast-growing group of UK intermediary platforms brought together through AnaCap’s investment in Novia, Wealthtime and Amber. Individually, they served tens of thousands of clients and billions in assets, but collectively, they lacked meaningful recognition in a crowded market.
Novia was the largest of the three, but neither it nor Wealthtime carried strong brand awareness. Advisers knew the services, but not the story. As the businesses prepared to consolidate onto a single platform, the challenge was defining what the new entity should stand for. How it should speak, look and behave in a category where differentiation is rare and trust is earned slowly.
We worked with the group to build that foundation. Through deep market research, strategic development, naming exploration, creative direction and a full digital rollout, we shaped a confident, modern Wealthtime brand. One to unite teams, empower advisers and signal a new era of ambition across the business.
Strategically, we anchored the brand in “Smarter now”. A promise that the new combined proposition brings the best of all three platforms into one modern, adviser-ready experience. We framed the value around “designed around you” and “centre-stage”, positioning Wealthtime as the platform that puts independent financial advisers at the heart of everything, with tools, services and support wrapped around them so they can perform at their best.
The new logo captures the seamless interaction between human expertise and the technology powering the platform. Its twin dots nod to digital timekeeping and the toggle-like form reinforces the idea of “switching on” to something smarter.
Using the dot and its elongated counterpart, we built a graphic system inspired by movement and data flow, paired with a concentric design language drawn from the mark itself. Everything pulls back to one idea. A focused platform, with every capability orbiting the adviser at the centre.
We introduced depth and layering into the supergraphic system, creating a portal-like visual language where soft, blurred rings sit behind sharper foreground layers, hinting at the platform’s tiers of capability. These patterns flex across backgrounds and photography, wrapping subtly around adviser portraits to reinforce the centre-stage idea.
Colour plays a defining role in the Wealthtime brand, with blue as the base, allowing the green to lift off the page with clarity and character.
For typography, we chose FS Untitled, a modern, highly versatile font tuned for digital performance. Its range of weights brings nuance and personality to every headline and line of copy, keeping communication sharp, legible and unmistakably Wealthtime.
We supported Wealthtime with UX and UI design for their adviser and client portals, mapping core journeys from login to reporting. Alongside this, we designed and developed a multi-site Wealthtime website with distinct front-end experiences for different user groups, all powered by a single, streamlined WordPress CMS.
Beyond the core identity, we created visual assets for social, web and OOH, and shaped the go-to-market messaging around “It’s time” — a bold device that turned Wealthtime’s name into a call to action.
Let’s build your brand edge.
Schedule a free consultation with our award-wining team to see how we can transform your brand.
