We are an exciting new startup that wants to revolutionize traditional wealth management. Our mission is to provide wealth management services to United States households who have historically had little access to professional financial advice. Most households can't afford traditional wealth managers, aren't well diversified, and pay far too much money to the Wall Street mutual fund managers in fees. We want to change that.
Owl Invest will create a simple website, allowing users to get unbiased portfolio recommendations with emphasis on low fee investments, systematic allocations, and easy rebalancing so that users can achieve their life goals. We will not receive payment for our recommendations from any of the funds we recommend.
After answering a few questions and setting up life goals, a customer will receive a simple allocation plan from Owl Invest that is suitable and uniquely tailored for a user.
Owl Invest will also provide rich analytics of investment performance, easy adjustment of portfolio allocation and the ability to fit previously existing positions into a comprehensive investment portfolio. When the market moves or money is added or removed, Owlinvest will send users emails reminding them to adjust their portfolio allocation, and provide them weekly summaries of how far along they are to their goals.
Our target audience is the mass affluent. These 55 million US households do not have enough wealth to attract the attention of high net worth advisors, but enough to create substantial wealth when saving properly for retirement.
These households all use the internet but may not be internet savvy. They range in age from 21-65, but since this is an internet business, we would like to focus on the 25-45 demographic. There may be slightly more males than females, but not enough to affect the way this product is marketed.
What these users would want most is to have a trusted source for UNBIASED financial advice. We want to make it clear that we are not getting paid for recommendations, and our concern is completely for the customers. The idea is to give customers a warm, friendly, trusted experience in which they create their portfolio - think mint.com without all the annoying lead-generation.
Most of all we want users to feel like they are in control even given the advice. If a user doesn't like our suggested portfolio, change it by moving a slider. Try out different combinations, and get cool graphics showing how your investment value changes over time. We are not here to dictate to you, we are here to give good advice and make investing easier. We will never do anything with their account information except use it to provide informed portfolio recommendations
Create a kick-ass logo for Owl Invest. We were thinking a logo of an owl with the the company name, and tagline "Invest Wisely" below it. We don't know if the owl should be flying, sitting, hooting, etc, experiment and we will pick.
We are almost certain that the name Owl Invest needs to be part of the logo.
The logo should first and foremost suggest trust. This is a personal finance site, generally a very touchy subject for many people. We are asking them to link up their private accounts to our system a la Mint.com, and give us their usernames and passwords, they need to trust us.
It should also be memorable and quickly convey to the user everything I have taken many paragraphs to say here. Other than that, I don't think there is much more to add. I have no templates or anything else for the site, I haven't even picked colors. There is a tremendous amount of freedom in this design, but whatever is picked will dictate a lot of the visual imagery going forward.
The new logo will be carried throughout our sales collateral, website, business cards, signage, etc. - so it should be flexible enough to be used on the website and printed on business cards and scale all the way to large banners and signage. It should also be instantly recognizable as unique and not easily confused with any other logo.
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