Today, Wela announced a name and logo change as part of a larger rebranding effort. The company has officially changed its name from Wela to Benjamin™, emphasizing the company’s creation of an entirely new category of AI financial technology built for financial advisors by financial advisors.
The new Benjamin logo also offers a visual representation of the company’s focus on artificial intelligence for the financial industry by including the highlighted letters A and I.
According to Matt Reiner, CEO of Benjamin, “The core, unwavering principle of the financial services industry is to help people. The mission of Benjamin is perfectly aligned with that principle, creating an entirely new technology category and leveraging AI to assist financial advisors in simultaneously delivering both seamless and high-touch service.” Reiner continued, “Our rebranding efforts reflect our dedication to the proprietary AI technology we’ve developed with Benjamin and our commitment to further innovation in this new category on behalf of financial advisors.”