About 18 months after bringing on former Conde Nast govt Gary Foodim as its chief advertising officer, Mercer Advisors, a quickly rising “integrator” of registered funding advisors, has rebranded to mirror the agency’s evolution since 2017, when its earlier branding was developed.
The agency has grown from about $12 billion in property underneath administration and eight,000 shoppers in 2017 to some $46 billion in AUM and 27,500 shoppers in the present day. And plenty of would say the agency now has nationwide attain, with over 90 areas throughout the nation and over 240 client-facing advisors.
The brand new branding displays that id as a nationwide RIA, Foodim stated, in addition to the agency’s complete and built-in method to wealth administration, an providing that now encompasses monetary planning, funding administration, tax planning and submitting, property planning, trusts and insurance coverage companies. The agency has taken each a construct and purchase method to rounding out these companies.
“We additionally now present a extra sturdy service mannequin that gives complete planning and execution of the plan so shoppers can get on with their lives,” stated Dave Welling, CEO of Mercer Advisors, in a press release. “Because of this, it’s time for us to speak higher who we’re, what we stand for, and why we’re completely different from lots of the advisors on the market.”
Whereas the rebranding doesn’t embrace a brand new identify and brand, it does contain new model tips, photos, extra trendy messaging and new colours. For example, the agency’s colours now symbolize heat, knowledge, renewal, energy, kindness and well being. “These are ideas and attributes that mirror on what we do,” Foodim stated.
One of many colours is iris, a mix of purple, which represents knowledge and enlightenment, and lavender, which represents femininity and charm, a nod to the truth that 50% of Mercer’s client-facing advisors are feminine.
The agency has additionally been extra intentional concerning the photos it makes use of on its web site, that are targeted totally on shoppers. Whereas many RIA web sites concentrate on the advisors themselves, Foodim stated the agency wished its viewers to see themselves within the photos.
“A lot of it’s advisor-focused, and certain, you may’t undersell the significance of an excellent advisor,” he stated. “However I’m simply of the assumption that individuals need to see themselves in these photos. They don’t essentially need to see a picture of anyone taking a look at a pc, questioning if that’s a portfolio, questioning if that’s a spreadsheet. They need to see emotion, they usually need to see connection, they usually need to see sincerity. And our photos will mirror that.”
The agency selected Bandujo, a New York-based design agency, to guide the rebranding effort.
The messaging facilities across the concept of “connecting the dots” throughout all points of a shopper’s monetary life, and serving to shoppers discover which means of their cash.
“Our wealth advisors convey collectively an in-house, nationwide crew with specialised experience throughout monetary planning, investments, tax methods, property planning, company trusts, insurance coverage and extra,” the brand new web site reads.
“Clearly our work has a deep and significant influence on our shoppers’ lives. We assist them obtain their objectives and desires,” Foodim stated. “And as somebody who is comparatively new to this business, I sense that our model messaging and our imaging didn’t actually mirror how we’re completely different and, most significantly, why we do what we do and what the end result of that’s, which is absolutely serving to folks.”
Among the many advisor neighborhood, Mercer is called a fast-growing and acquisitive agency, stated Brandon Kawal, principal at Advisor Development Methods. The agency has been on an aggressive acquisition tear during the last a number of years.
“The early notion of Mercer was rising household workplace to the plenty kind of construction,” Kawal stated. “They weren’t alone there. In the present day, they’re seen as one of many massive gamers within the area—the nationwide RIA with sturdy capabilities that’s going to do 10-plus offers a 12 months.”
However the agency’s model consciousness isn’t merely on the acquisition facet.
“From a strategic perspective, having skilled their story, Mercer does a extremely good job coming at it from a planning-centric method, monetary planning that’s, with a whole lot of value-added companies round tax, property planning, the trustee companies they’ll present,” Kawal stated.
“They’ve these wide-ranging companies, after which what M&A does for them is permits them to deepen the bench round it.”
Kawal stated Mercer can also be a part of a current development of corporations which might be in a position to purchase and attain advisors outdoors of the RIA vertical.
“Mercer and different corporations like them are attending to the dimensions and magnitude—they usually’ve constructed a lot functionality—that they’ll go throughout fashions. They will do offers with advisors out of the impartial dealer/supplier area, they’ll go to the banks and the trusts,” he stated. “In my thoughts it might add to those corporations and their frankly very spectacular development charges.”