The Dispatch

Client-Facing Branding Remains EQIS

Our new Freedom Advisors brand is really intended to be advisor-facing. It is meant to convey our commitment to and focus on your independence, choice and flexibility. Recent advisor feedback has made it clear that introducing Freedom Advisors to your clients is causing confusion. We have always intended to privately brand the Freedom Advisors platform with your logo, and many of you have taken advantage of that feature, but we have in certain instances used the Freedom Advisors brand with your clients and we are no longer going to do that. We will stick with EQIS for client-facing screens, reports, and communications (where we have not already inserted your brand and logo).

Goldman Sachs is nearing the point at which they will no longer show the Folio and Kingdom Trust names and stick solely to Goldman Sachs. That means elimination of two more names for your clients. Stopping use of Freedom Advisors, Folio and Kingdom Trust, while also putting your brand front and center means less confusion for the client and more brand recognition for your practice.