Creating a breakthrough brand for a fin-tech leader

How do you imbue an industry leader with the future-focused, pace-setting energy of an upstart? For Fiserv Investment Services, that challenge was pushed even further by the realities of a rapidly changing industry and called for a swift, yet creative and strategic, approach. Enter Lippincott: we were tasked with propelling the Fiserv business into the future with a fresh, high-energy brand.

Known among wealth managers for its powerful investment technology, Fiserv Investment Services was at an inflection point that would set its potential for future growth. When private equity firm Motive Partners acquired the business, the ambition was to create a new brand that reflected Fiserv’s established strengths but also signal that in the transforming world of wealth management, it was setting the pace.

Operating under tight time constraints, we partnered with company leadership on a fast-moving branding process to create a new brand name, platform, voice, messaging, product architecture, and go-to-market strategy that would blaze a trail for the future. Our naming process yielded Tegra118 – signaling a bold launch for the brand with a modern name that stood out from competitors.

While ‘Tegra’ speaks to the company’s integrated, seamless technology and the ‘integrity’ of its mission to redefine how people interact with, manage, and grow their wealth, ‘118’ is a nod to the 118 elements that define our universe. It’s a metaphor for the brand’s comprehensive end-to-end platform that can also be deployed modularly to meet client needs. This powerful expression acknowledges the organization’s strong heritage of expertise and celebrates a client-centric, collaborative approach to innovation.

Lippincott also partnered closely with Tegra118 across a range of go-to-market strategy and activation efforts. We managed brand launch messaging, product architecture, website content strategy, employee core values, training, and more. Launched in February 2020, Tegra118 hit the ground running, with a strategic acquisition in June that broadened their client capabilities and an industry-wide thought leadership conference that brought together fintech leaders, wealth and asset management clients, partners, and prospects in collaborative discussion.

Testament to their strong growth positioning and team’s focus—less than a year after launch—Tegra118 merged with another leading technology company, InvestCloud, as part of their strategic vision to become ‘the Amazon of finance.’