• by Larissa Faw , June 4, 2017

Betterment is revealing a brand makeover to coincide with the financial platform's seventh birthday. Developed with agency Red Antler, the makeover includes a redefined brand identity, photos, online advertising, social media profile and ads, as well as video production.

The concept is designed to "empower" users to better manage their financial lives. When Betterment was launched in 2010, the platform was positioned as the first "robo-advisor" service. Now, Betterment says it is removing financial jargon from marketing and advertising copy. The changes made were sparked by research which found that regardless of income or age, financial jargon irked customers.