The Challenge

DPL Financial Partners came to us while creating a category-defining platform designed to make commission-free annuities easier for advisors and consumers to understand, evaluate and compare. A breakthrough product with a breakthrough value proposition.

More than just another tool, DLP’s platform would be an entry point into a smarter, more transparent financial future. The new platform needed a name that could do justice to that vision.

The Solution

We began with a deep strategic dive into the category: how other financial and insurance platforms are named, how advisors think and speak about the buying journey, and how DPL’s offering breaks from entrenched norms.

From there, we explored hundreds of name possibilities. Our goal was to create a name that felt modern, tech-forward and expansive, allowing for potential growth in the future.

Ultimately, the name Avenew was selected. A fresh re-spelling of a familiar word, the name conveys momentum and a supportive path forward. It’s directional without being rigid. Modern without being cold. Optimistic without overpromising.

It also neatly expresses the platform’s purpose: helping people find a new avenue toward better financial outcomes.

The Brand Language

With a name anchored in movement and possibility, we built a brand language playbook to help DPL communicate the platform in a way that advisors and consumers could instantly grasp.

The resulting playbook equipped the DPL team with Avenew’s brand story, brand purpose, messaging pillars, tone-of-voice guidelines, and tool naming guidance — all to ensure that every touchpoint would feel clear, aligned, and unmistakably Avenew.

The Result

Avenew quickly became a name the DPL team rallied around. It was intuitive, welcoming, and strategic: a modern identity that frames annuities in a positive light and signals a new path forward.

The brand language system brought Avenew to life, establishing a unified voice that elevates the platform’s clarity and purpose. Together, the name and messaging gave DPL the tools to articulate a complex product in a way that feels simple, empowering, and refreshingly human.

Avenew is a promise of a better path forward for advisors and the clients they serve. We’re proud to have helped DPL put this transformative platform on a clear, confident course.