We wanted to bring together the best of M&G to create a brand that felt accessible and democratized access to wealth management. A key part of this was making sure that everyone had access to expert financial advice and guidance, regardless of their financial experience or level of wealth.
In a rapid process spanning weeks not months, we built a brand for the new M&G Wealth proposition, clarified how it would show up against the wide M&G PLC network (including brands such as Prudential and M&G Investments), and helped bring it to life in a creative way.
The new M&G Wealth brand has been built to revolutionize the industry, empowering customers to make the best decisions to enable them to invest sustainably.
Moving away from traditional heritage approaches to branding in wealth management, the new M&G Wealth brand deliberately pushes into new territory to provoke the industry into accepting that wealth management does not need to be traditional, elitist, and “for the few.” We created a new brand to signify a new way to do things in the industry.