It’s no secret that people don’t like to talk about money. It’s considered impolite or even gauche. And that’s because when people talk about money what they’re really talking about is their life—their history, their hopes, and their anxieties. And of course, the financial services industry is more than willing to focus on numbers, but not on all the messy humanity behind them.
Money, it turns out, is a mirror. And Personal Capital was on a mission to help people hold that mirror up, take an honest, intimate look at what’s important and true, and then give them the tools and support to make better choices about their finances.
To do this, Personal Capital built a one-of-a-kind business model that leverages the talents and expertise of the industry’s top advisor talent, combined with online tools that are easy to use, powerful, and free.
But over the years, competitive pressure forced the company to just focus on the “free” part of that message. And while everyone loves free stuff, meaningful brand relationships need to be built on something more substantial.
In this case, the answer to the question “What does this brand stand for?” was right in the name—personal. The company relaunched with a headline-driven campaign that allowed the brand’s distinctive voice to take center stage, while the look and feel kept things clean, transparent, and always approachable.
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