AdvicePay Rebrands to Highlight Comprehensive Financial Planning Platform

Financial technology platform AdvicePay has unveiled a comprehensive corporate rebranding that signals the company's significant evolution in serving financial advisors and firms across the industry. The updated brand identity encompasses a new logo, refined color palette, and messaging that more accurately represents the platform's expanded suite of capabilities.

Founded by financial industry leaders Michael Kitces and Alan Moore, AdvicePay has transformed from a basic payment processing tool to a robust platform supporting fee-for-service financial planning. The company now serves over 11,000 advisors and has processed more than 1.5 million transactions totaling approximately $770 million in financial planning fees.

The rebranding reflects the platform's broader technological offerings, which now include features such as eSignature, billing and payments, engagement workflow, approvals, and deliverables tracking. This expansion positions AdvicePay as a critical technology solution for financial professionals ranging from independent solopreneurs to large broker-dealers.

CEO Alan Moore emphasized the company's role in mainstreaming fee-for-service planning, noting that their platform makes it straightforward for advisors to monetize the value they provide. The new brand identity aims to communicate the platform's comprehensive approach to supporting financial professionals' revenue generation and operational efficiency.

A key differentiator for AdvicePay is its ability to help firms build relationships with next-generation clients who are still accumulating wealth. Unlike many technological tools that represent overhead expenses, AdvicePay serves as a direct revenue generator for financial professionals.

Shannon Beck, Head of Sales & Marketing, highlighted that the new brand identity embodies boldness, trustworthiness, and confidence. The rebranding represents more than a visual update—it signals the platform's commitment to empowering financial professionals of all sizes to integrate fee-for-service models into their practice and drive sustainable revenue growth.

With its expanded capabilities and renewed brand focus, AdvicePay continues to position itself as an innovative leader in financial planning technology, bridging the gap between traditional asset-under-management models and emerging fee-for-service approaches.