Wealth management operations had largely functioned as a patchwork of analog and outdated tools. To solve for this, Addepar utilized groundbreaking technology to develop a reporting tool that superseded the limited functionality of traditional financial recordkeeping. Financial advisors now had a streamlined way to give better reporting to their clients, allowing them to understand and adapt to rapidly changing marketplaces, including the traditionally hard to track “alternative investments” ©. After eight years, Addepar was successfully managing $1.5 trillion in assets. Along with integrated workflows and high-quality data, the company was expanding real-time analysis with predictive analytics.

Addpar’s technology had become integral to advisors’ ability to quickly give clients a clear picture of their portfolio, taking into account complex ownership structures, multiple asset classes, alternative investments and multicurrency scenarios. The company had also grown from serving primarily small family offices to banks and other larger financial enterprises. But the Addepar brand didn’t reflect this expanded scale of operations, clientele and product innovation. That’s where Combo came in.

Client research and case study interviews conducted by Combo strategists illuminated the key insight that building deeper relationships between advisors and their clients was key to meeting rising expectations. As the strategy team helped Addepar reorient itself as a purpose-driven brand, this strategic anchor brought clarity to internal and external messaging, guided the brand framework and helped develop goal-oriented brand behaviors into workable project roadmaps.

Combo designers then created a visual identity system that aligned with the newly defined traits of the brand: approachable and idealistic, while also knowledgeable in a way that felt human. Design deliverables included a comprehensive style guide and website assets, all nodding back to the company’s alternative approach to wealth and relationship building.