Altruist, the modern custodian built exclusively for RIAs, today announced a significant rebrand and overhaul of its advisor platform and client portal. Now supporting over 4,900 advisors, Altruist is the fastest-growing RIA custodian according to the 2025 T3 Software Study. The platform has tripled assets under management for two consecutive years and is increasingly attracting larger, more sophisticated high-growth firms, with average firm size up 43% year-over-year.
“Log in to any legacy custodian portal and you might think you’ve been transported back in time,” said Jason Wenk, Founder and CEO of Altruist. “Good design makes products more accessible. It makes using those products more intuitive. Consumer finance apps have been charging ahead in this area. Advisors and clients deserve a platform experience that’s aligned with the impact of the work getting done.”
Key updates include a new logo, color palette, fonts, photography, illustration, and motion guidelines. According to Wenk, the only elements that were off-limits were the name and mission statement.
“Our goal was to create a brand that communicates big ideas with clarity and conviction. We stripped away unnecessary complexity to reflect the optimism and humanity of the people working to improve this industry,” says Creative Director Daniel Haire. “The system pairs bold typography, narrative-rich artwork, and clean, concise data to break from the tired look of legacy institutions—and the overly slick feel of typical fintech. It’s a bold shift. And it feels deeply true to Altruist.”
The rebrand comes on the heels of two major teasers from the company: a new subscription bundling premium features across the platform known as Altruist One, and the debut of Altruist’s flagship AI product, Hazel. To learn more about how Altruist can help advisors build better businesses and stronger client relationships, visit the rebranded altruist.com and contact the Altruist team for a personalized demo.
