Meaning

Purpose

Alto offers self-directed IRAs for investing in things like real estate, cryptocurrency, and private equity. This provides more control and allows for a wider range of investment options.

Vision

Empower everyday people to build wealth for themselves and their families.

Brand Pillars

Clarity of Purpose

In everything we write, we give definitions, examples, and real answers.

Trusted Steward

We provide access to alternative investments and timely education that helps our customer build their wealth, not ours.

Inspired Excellence

We continuously work to improve our offerings so that we give best-in-class returns

Revolutionaries at Heart

We actively look for ways to give everyday investors access to the tools & strategies needed to grow wealth

Market

"Millennial" demographic with an average customer age was 36.

HHI = $100k+ with an eye toward investing, homeownership, and building wealth.

Positioning

Comparing ourselves to a competitor:

For IRA account holders seeking a more personalized investment strategy, Alto's innovative self-directed IRA platform provides access to alternative assets tailored to your financial goals and risk tolerance, allowing you to confidently grow your wealth.

Focusing on customers:

For IRA account holders seeking a more personalized investment strategy, Alto's innovative self-directed IRA platform provides access to alternative assets tailored to your financial goals and risk tolerance, allowing you to confidently grow your wealth.

Audience

A varied mix across the Millenial consumer group. Experienced, cautious, aggressive, and long-term thinkers.

Frustrations: Too complicated to get started investing, confusing tools, industry is built for people with money.

Goals:

1. Confidently invest their money and get rich. Period.

2. Learn how investing works.

3. Be able to teach their family and others what they've learned.

4. Use evolving digital tools and currency to grow their wealth.

Competition

Robinhood — Commission-free investing, tools you need to put your money in motion.

Wealthfront — Personalized, Automated, Effortless Investing and Savings.

Titan Invest — We’re your investment team. Active investment management.

Betterment — Investing made better.

WeBull — Everyone gets smart tools for smart investing.

M1Finance — Invest, borrow and spend, all in one place.

Stash — We’re here to help everyday Americans invest and build wealth, $5 at a time.

Acorns — Invest spare change, bank smarter, save for retirement, and more.

Hedge Fund / Financial Industry Competition - - - - - - - - - -

BlackRock — An Asset Manager Asking Bigger Questions at the Intersection of Investing and Society.

Fidelity — We Have the People, Investments and Guidance to Help You Find Your Way.

Vanguard — As an owner you have access to personalized financial advice, high-quality investments

State Street — listen. It’s the new way of talking.

Messaging

Tagline

Alternatives for all™ or Access Granted™

Persona

Hero

Our platform empowers individuals to realize their financial freedom by democratizing access to investing tools once only available to the Elite.

Voice Guidelines

Cool, confident, and driven by a purpose that matters

Tonal Profile

Informed Mentor

Try to identify descriptive words that convey a single idea of strategic importance.

Voice Descriptors

Authentic People are tired of being shut out of wealth building

Anti-Hero We have no problem giving the truth behind any strategy.

Confident We have the answers. Our content is literally what asset managers use.

What We Feel Like

Brand As A Product Alto is more

Coach

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and BMW than Marc Jacobs and Lexus

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Brand Summary