Bamboo Rebrand Launch (Formerly ABM)

As part of our mission of helping people talk about money, we believe that planning and marketing go in hand-in-hand to make this possible. For financial professionals to grow their planning business in today’s virtual world, they must invest in their digital marketing efforts. And as we saw in 2020, communication methods have shifted — rapidly. So, it makes sense that the tools advisors use to communicate must change too. To support this evolution and execute on our strategic pillar of “Expand of the brand,” we’re excited to announce the rebranding of our digital marketing solution – Bamboo – officially launched on Wednesday, Jan. 27.

Formerly known as Advisor Branded Marketing (ABM), Bamboo signifies eMoney’s expertise in advisor marketing developed over the last eight years and reinforces our commitment to shaping the future of the industry. Since ABM’s original launch in 2012, we have made significant enhancements and felt that a new name would better fit our vision. After extensive research, we chose Bamboo because of what it universally represents. Strong yet flexible, bamboo grows faster than any other plant in the world and does so with very minimal effort. Marketing technology should be no different in helping advisors grow their businesses.

Additionally, the launch of Bamboo is the next step in our journey to be the only comprehensive marketing solution that uses financial planning data to deliver personalized marketing content and insights to efficiently engage and grow an advisor’s book of business.

How will we succeed?

• Focus on automation – Make it easy for advisors to stay in touch with clients and stay visible with prospects today through campaign automation and, in the future, through smart content.
  • ? Bamboo grows with little to no effort and requires little maintenance.
• Focus on the advisor’s network of marketing professionals – Power an advisor’s planning-led marketing team, from support to compliance and everything in between. For example, provide access to others besides the advisor by adding roles for marketing, compliance, or back-office staff.        
  • ? Bamboo never grows alone.
• Provide oversight and visibility – Enhance analytics and ways to track effectiveness of marketing activities.
  • ? Bamboo can grow up to 40 feet tall but requires the right mix of sun, soil and water.

It will take some time to achieve our full vision for Bamboo, but rebranding is a critical first step. And trust me, rebranding a product is no small feat. I’m incredibly proud to collaborate with such hardworking and dedicated teams who brought this new brand to life and set us up for future success. Thank you to the many teams and individuals involved. Please know that this next chapter in our brand evolution would not be possible without each of you!

Resources

• All Bamboo resources can be found in Seismic here.
• For those of you in client-facing roles, please refer to these talking points if you get any inquiries.
• For additional questions not answered, please reach out to Valerie Rivera.