Frank

A financial AI brand built to challenge the advisor relationship

Frank set out to replace the slow, expensive parts of traditional financial advice with an AI tool people could talk to every day. The brand needed to feel more human than a dashboard and more direct than a wealth manager. We gave it a clear personality, a simple visual system, and a voice that turns money anxiety into forward motion.

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Deliverables

What Haggard delivered

The work made an AI financial advisor feel human, direct, and useful, with a brand story designed to pull people out of the traditional advisor relationship.

  • Brand positioning
  • Personality and voice system
  • Identity and character direction
  • Product and campaign storytelling