The Daily Brief
Carson Group building Photo courtesy the Carson Group

Carson Unites Company Brands With New Logo and Website

The redesign is intended to bring clarity to the relationship between Carson Coaching, Carson Partners and Carson Wealth.

Carson Group updated its logo and website to better define its family of companies that service investors and financial advisors.

The new logo is two mirrored angles that overlap "representing Carson's forward-focused mission of client-centric innovation" and it appears in three different colors, one for each Carson business. The website of fresh whites and grays has pops of those colors throughout.

"We believe our visual identity really needed to align with our values and mission," said Jud Mackrill, Carson's chief marketing officer, in a note about the changes. "We believe this new mark does that by focusing the core aspects of our mission—to simplify and unify the client experience, as well as the advisor experience."

Ron Carson, the group's founder and CEO, started Carson Wealth in 1983 and launched a coaching business for other financial advisors 10 years later. In 2012, the group created Carson Partners, a platform that outsources marketing, compliance, technology, investment management and operations to other independent advisory firms.

The Omaha, Nebraska-based group attracted a record $4.4 billion in new net assets in 2018, bringing its total to $7.5 billion. The firm was short of an adjusted forecast by Carson, who described the firm’s growth trajectory as “exploding” last summer and said it could top $9 billion before 2019. Carson Coaching included more than 1,285 member firms across the U.S. and Canada at the end of last year.

In December, Carson told WealthManagement.com he planned to drop his personal FINRA registration this year and is making it easier for his network of advisors to do the same, citing better efficiency. He also said he was taking steps to register a limited purpose broker/dealer to buy the legacy, commission-based assets from any of the 80-plus advisory firms in his Carson Group network that want to go fee-only. 

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