We’re excited to launch the M Financial rebrand. The new M includes a modernized logo, a completely updated mfin.com that’s informative and easy to navigate, and a premium look that better reflects the quality of our solutions and the increasing diversity of both our clients and our teams.
Innovation is in M’s DNA
M began the rebrand process 18 months ago as a part of our strategic plan. The initiative couldn’t have been timelier, as the pandemic has moved so much of our lives online. Our guiding principal in this process was to create a brand that differentiates M in the market and clearly communicates who we are and what we do.
What’s the first thing people do when they learn about a company? Look at their website. We wanted to make sure mfin.com clearly revealed the innovative solutions and people that make M unique. We sought to celebrate M’s brand history while adopting a modern appearance and digital best practices that enable clients, key advisors, and strategic partners to quickly understand the value of our products and solutions.
“This evolution will not only support our clients into the future and guide them in a world where the emphasis has shifted so heavily to digital — it will transform the life insurance experience,” M President and CEO Wes Thompson said about the rebrand. This is one of the core objectives of all of M’s strategic initiatives, and the new website is a critical element of our ongoing digital transformation.
Supporting the launch of Aperture
Aperture is M’s complete digital marketing platform, loaded with compelling on-demand creative assets — infographics, white papers, and videos — that Member Firms will use for sharing timely information with their key advisors, clients, and prospects. The content will be topical, differentiated, and authoritatively written in collaboration with our M Member Firms experts.
Lucy Bosworth, M’s VP of Marketing & Practice Consulting, said, “M’s marketing capability needed to pivot to be more of a creative agency for our Member Firms, focusing our efforts on building sales and marketing assets that help Member Firms with client acquisition and retention.” To deliver the most compelling Aperture experience, we wanted to ensure that anyone receiving Aperture marketing has the same experience when visiting our website.
The refreshed brand will enable M and our Member Firms to build overall brand awareness, pursue new audiences, and extend our strategic relationships with PNC Bank, The Links, Incorporated, and others. Lucy Bosworth added, “As we continue to recruit, train, and develop our next generation of advisors through our Magnet Program, grow our business, and develop new products, this transformation is a major component of and complement to our overall strategy.”
We invite you to peruse the new mfin.com. You’ll see how the new brand emphasizes the innovators, advocates, and leaders in the M Community who help to make M our clients’ best choice.