What we did
Strategic Media Relations
Executive Thought Leadership
Messaging & Positioning
Executive Media Training
Product Launch Communications
Reputation Management
Corporate Communications Counsel
Industry
Background
Altruist is on a mission to make independent financial advice better, more affordable, and more accessible. As the first fully integrated custodial solution built exclusively for RIAs, Altruist helps advisors eliminate friction, reduce costs, and deliver a modern, technology-driven client experience. Gregory partnered with Altruist in November 2020 to support the firm’s rapid growth by building awareness, driving earned media visibility, and has since helped Altruist position itself as the fastest-growing custodian in the industry. In 2026, Altruist reached new milestones in AI innovation and announced a definitive agreement to be acquired by Vanguard.
Challenge
As a startup competing with well-established custodians, Altruist faced intense market skepticism, evolving competitive pressures, and the need to scale its reputation alongside its rapid business growth. The communications challenges ranged from building visibility in a crowded fintech landscape to managing messaging around fundraising, acquisitions, regulatory topics, product rollouts, and evolving pricing models—all while solidifying trust among advisors, investors, and the media. As Altruist expanded its ambitions to attract larger, enterprise-level firms and establish itself as a leader in AI-powered financial technology, Gregory was tasked with broadening the company’s visibility beyond traditional wealth management audiences while navigating increasingly complex industry conversations.
Solution
Over the past six years, Gregory has delivered an integrated PR program supporting Altruist through its most significant milestones. This work has included consistent earned media outreach, ongoing messaging development, executive media training, strategic thought leadership, and real-time reputation management. Our campaigns have supported Altruist’s Series B, D, and E fundraising rounds, the industry-first move to self-clearing, the acquisition of Shareholders Service Group, a rebrand and the rollout of key products like TaxIQ and Altruist Cash. In 2026, Gregory expanded its media strategy to reach broader business, financial markets and AI audiences, capitalizing on heightened interest in Altruist’s Hazel platform and its implications for the wealth management industry. The team also provided strategic communications counsel surrounding Altruist’s definitive agreement to be acquired by Vanguard, helping shape messaging, prepare for media inquiries and navigate a significant corporate milestone.