The formalization of three partners – Gillian Stovel Rivers, Andrew Hawryluk and Adil Mohammed – as equals in the business was the catalyst for articulating a new value proposition, a new name, Surround, and taking both to market.
Our ThinkAudit™ survey process revealed that these advisors have a unique team approach. The entire client experience from beginning to end is crafted and improved upon each year through their collective expertise in wealth planning, tax, estate and investment strategy. In addition, each of Gillian, Andrew and Adil brings to the table a unique communication style that adds up to a comprehensive whole. And so the upshot that led to their new name: whatever your needs are, whatever situation arises, they’ve got it surrounded.
Also integral to this brand is a deeply held belief, articulated as one element of the Surround Manifesto, that wealth is more than money. In fact, it’s whatever you want it to be – and, thinking of wealth as a verb, everyone “wealths” differently. It all adds up to their brand position, given a second level of meaning by the different skills possessed by each principal: There’re more than one way to wealth™.
Position: There’s more than one way to wealth™
Newsletter: The Surroundup
Ongoing brand marketing