Defining a brand that breaks with convention
When Hoist started working with Sentinel Financial Group, they were finding it hard to communicate what they offered. These former stockbrokers were on a mission to help everyone navigate investing like a professional – without paying a high fee. They had built a powerful investment engine in-house that helped clients choose and manage a diverse portfolio of investments with the assistance of advisors. The model did not fit all the definitions of a platform, nor was it an ETF provider or a financial advisor. As such, it was hard to compare.