Wealthtech Firm Announces Rebrand In Line With Growth And Evolution Of Value Proposition
Riskalyze announced a rebrand to reflect its evolution into an advisory firm growth platform. The new name – Nitrogen – expresses the firm’s focus on being a catalyst, force multiplier and essential element for growth.
The firm, known for its Risk Number and annual Fearless Investing Summit, announced its intention to rebrand at its 2022 summit, held in Salt Lake City from Oct. 19-21.
Founded in 2011, Nitrogen originally focused on helping advisors measure investor risk capacity, risk tolerance and portfolio risk. After over $50 million in research and development, the firm’s platform now assists wealth managers’ asset platforms, CRM and marketing activities.
Aaron Klein, CEO of Nitrogen, said, “We’ve been building this growth platform for wealth management firms in plain sight for the last decade, and now our name reflects who we are today, and who we will be in the future. Over this next decade, we will be known as the only purpose-built growth platform designed to help firms scale by turning leads into meetings, meetings into valued clients and clients into referral champions.”
The firm’s platform offers lead generation capabilities, customizable marketing resources, proposal generation, planning support, client engagement features, compliance tools and risk analysis.
Craig Clark, Nitrogen’s CMO, said, “Retiring a name as storied as Riskalyze is a serious decision so in order to inform our decision making, we conducted extensive research with our customers and industry experts, understanding what resonated with them. We then enlisted the help of some of the world’s foremost experts from Lexicon Branding and Focus Lab to help us design the new brand. I think it is a true statement that when we saw Nitrogen, we just had to have it.”
Nitrogen’s internal survey showed that 95.3% of its customers are in the category of “hyper-growth firms,” which it defines as firms that are outpacing the growth of both competitors and the market.
“For the last decade, we’ve been leveraging this platform to accelerate our growth and the success of our advisors,” said Cody Foster, CEO of Advisors Excel. “These guys have been innovating for all these years, and now they have a brand to match their incredibly powerful value proposition.”
James Miller, Contributing Editor and Research Analyst at Wealth Solutions Report, can be reached at ContributingEd@wealthsolutionsreport.com.