Orion announced a refreshed visual identity that reflects the company’s innovation, momentum, and commitment to advisor success. The updated branding comes on the heels of a landmark year for Orion, as the firm surpassed $5 trillion in platform assets and the advisors and firms using its wealthtech solutions grew faster, both organically and through M&A, than their industry peers. In tandem with the new look, Orion introduced a unified investment framework designed to streamline how advisors evaluate and implement investment strategies.

Designed for What’s Next: Orion’s New Brand Identity

Orion’s modernized brand is built to reflect its forward momentum and the evolving needs of the advisors and firms it serves. The updated visual identity includes a refined logo, bold new design language, and a cohesive brand system spanning Orion’s full platform, including refreshed identities for Redtail and Brinker.

“Our new brand identity is more than just a new look — it’s a reflection of who we are today and where we’re going,” said Betsy Perez, Chief Marketing Officer at Orion. “The star in our logo is a nod to Orion’s celestial namesake and to the advisors we serve — our true north. They’re building the future of wealth management, and our platform is the engine behind their growth. As advisor needs evolve, we’re evolving too — delivering the unified, flexible ecosystem they rely on to scale, stand out, and make a bigger impact for the investors they serve.”

Powering Scalable Personalization Through a Unified Investment Experience

Serving as a centralized guide for portfolio construction, the unified investment framework simplifies strategy selection, reduces time to implement book conversions, and supports broader client needs through an expanded due diligence process and wider strategist coverage.

Anchored in the principle of Institutional Investing, Individual Solutions, Orion’s outcome-oriented framework helps advisors align portfolios to client goals through three investment categories:

• Grow: Capital appreciation strategies spanning domestic and international equities with higher volatility
• Earn: Income-focused strategies with lower volatility, centered on core fixed income
• Diversify: Non-correlated assets, including global credit, alternatives, and real assets

The platform encompasses all major asset classes and investment vehicles — from SMAs and ETFs to mutual funds and models — across active, beta, fundamental, and quantitative approaches. Advisors can personalize portfolios more efficiently, supported by Orion’s integration of behavioral finance, risk analytics, and tax-efficient model construction.

“Advisors today are navigating a more complex investment landscape — and clients expect more than one-size-fits-all solutions,” said Tim Holland, CFA, Chief Investment Officer at Orion. “Our unified investment framework gives advisors a powerful way to translate that complexity into clarity. By integrating behavioral finance, risk management, and tax-aware strategies into a flexible, goal-based structure, we’re enabling advisors to deliver deeply personalized portfolios at scale that are aligned not just to performance targets, but to the values, needs, and emotional drivers of each investor they serve.”

As part of this evolution, Orion is retiring the “Communities” name and transitioning to the more descriptive “Orion Investment Portal”. The new name better reflects the offering’s purpose: streamlined access to a broad range of investment solutions — including Orion Custom Indexing, Orion Fixed Income, and the reimagined Orion Model Marketplace, which enables advisors to access third-party models through Orion’s integrated trading and portfolio management tools. This change also supports Orion’s broader effort to simplify and unify the advisor experience across its platform.