Forecast looks good: Equity launches today

Ever tried to choose between the different brands of coconut water at Whole Foods? If you haven’t, I’ll save you the trouble. Don’t even. They’re all packaged the same way, and their messaging is identical—they’re all healthful, well-sourced ways to quench a thirst.

The same experience can be had when you seek to choose between financial planners, wealth managers and investment advisors. Even though the gravity of the decision is much greater—real money’s on the line—these firms are often hard to tell apart due to similarities in their messaging and branding. If you’re looking at the “good” ones, they’re promising transparency, a client-centric approach, a thorough process, etc.

Kudos to these values, but it’s frustrating that the firms can’t be more specific—or, I should say, that they couldn’t be before today: Equity gives them an opportunity to clarify their value proposition.

We are an online, digital platform which provides insightful profiles—operational snapshots—of money managers and asset managers, allowing you to tell apart one such business from the next. This approach is not just for the sake of our readers—individuals, institutions and businesses. It’s for the benefit of an industry, a way to encourage more informed financial decisions and greater clarity.

We are an online, digital platform which provides insightful profiles—operational snapshots—of money managers and asset managers, allowing you to tell apart one such business from the next.

As the CEO of our parent company, Haj Carr, stated in a press release about the launch of Equity: “In the financial world, this boiled-cabbage-and-potatoes approach to standing out—or not standing out—is everywhere. Simply saying you’re better than the competition might have worked in a pre-recession world, before the housing market crashed and before the lackluster markets of the past decades, but these days such an approach is just … well who wants it?”

Not us. We are founded by former journalists, young entrepreneurs and financial experts. We have a nationwide footprint and aren’t ruling out international coverage.

We are being launched as a publication of TrueLine, a B2B content marketing company based in Portland, Maine, that has additional publications including Vanguard, for legal executives; Toggle, for technology leaders; Vision, for entrepreneurs in all industries; and Blueprint, for construction and building innovators. There are more publications, but the above mentioned are the most read.

So give our first stories a read. We promise you won’t be scratching your head much longer, as least not with respect to financial planners, wealth managers and investment advisors. As for coconut water, well, you’re on your own.