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Monday, January 23, 2023

Mercer Advisors Rebrands to Replicate Its Place As Nationwide RIA


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 belongings beneath administration and eight,000 shoppers in 2017 to some $46 billion in AUM and 27,500 shoppers at this time. And lots of would say the agency now has nationwide attain, with over 90 places throughout the nation and over 240 client-facing advisors.

The brand new branding displays that identification as a nationwide RIA, Foodim stated, in addition to the agency’s complete and built-in strategy 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 strategy 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 an announcement. “In consequence, it’s time for us to speak higher who we’re, what we stand for, and why we’re totally different from most of the advisors on the market.”

Mercer CMO Gary Foodim

Whereas the rebranding doesn’t embrace a brand new title and emblem, it does contain new model pointers, photos, extra fashionable messaging and new colours. For example, the agency’s colours now characterize heat, knowledge, renewal, power, kindness and well being. “These are ideas and attributes that mirror on what we do,” Foodim stated.

One of many colours is iris, a mixture of purple, which represents knowledge and enlightenment, and lavender, which represents femininity and style, 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 give attention to the advisors themselves, Foodim stated the agency needed its viewers to see themselves within the photos.

“A lot of it’s advisor-focused, and certain, you possibly can’t undersell the significance of advisor,” he stated. “However I’m simply of the idea that individuals need to see themselves in these photos. They don’t essentially need to see a picture of someone taking a look at a pc, questioning if that’s a portfolio, questioning if that’s a spreadsheet. They need to see emotion, and so they need to see connection, and so they need to see sincerity. And our photos will mirror that.”

The agency selected Bandujo, a New York-based design agency, to steer the rebranding effort.

The messaging facilities across the thought of “connecting the dots” throughout all facets 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 group 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 goals,” Foodim stated. “And as somebody who is comparatively new to this trade, I sense that our model messaging and our imaging didn’t actually mirror how we’re totally different and, most significantly, why we do what we do and what the result of that’s, which is absolutely serving to folks.”

Among the many advisor group, Mercer is called a fast-growing and acquisitive agency, stated Brandon Kawal, principal at Advisor Progress 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 lots sort of construction,” Kawal stated. “They weren’t alone there. Right now, they’re considered 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 is just not merely on the acquisition aspect.

“From a strategic perspective, having skilled their story, Mercer does a very good job coming at it from a planning-centric strategy, monetary planning that’s, with a variety of value-added companies round tax, property planning, the trustee companies they will 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 be a part of a current pattern of companies which are in a position to purchase and attain advisors outdoors of the RIA vertical.

“Mercer and different companies like them are attending to the dimensions and magnitude—and so they’ve constructed a lot functionality—that they will go throughout fashions. They’ll do offers with advisors out of the unbiased dealer/seller area, they will go to the banks and the trusts,” he stated. “In my thoughts it may add to those companies and their frankly very spectacular development charges.”

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