More Advice, For More People, In Less Time: Lessons from the FreshPlan Rebrand

By Ron Cann

How do you take a financial planning tool in a competitive, crowded market and reposition it so it stands out, connects emotionally, and opens the door to new growth?

That was the challenge Ativa Interactive brought to Sprout & Harvest for FreshPlan—a modular, web-based engagement, and advice platform used by credit unions, banks, and financial advisors across Canada.

Inside FreshPlan’s Rebrand

We worked with Ativa Interactive to create a brand strategy for FreshPlan that isn’t just a new look—it’s a new way of showing up in the market. We approached this challenge through a comprehensive, strategic process that began with a competitive review and brand audit. 

From there, we identified key strategic opportunities, defined target audiences and core messages, and developed a cohesive brand platform including positioning, pillars, archetypes, personality, tone, and character. Finally, we brought it all together in a unified “Brand House.” Ativa used this as a “toolkit” to help them implement the new FreshPlan brand direction with their in-house team.

Q&A with Ativa Interactive

We sat down with Tony Valaitis, Managing Partner of Ativa Interactive, and Adrianne Sprogis, VP of Sales & Marketing, to talk about what they learned during the rebrand process, how the new direction better reflects FreshPlan’s strengths, and what other financial services leaders can take away from the experience.

Q1: What made you realize FreshPlan needed a rebrand?

Tony:
When we looked honestly at how FreshPlan was showing up in the market, we realized we were making people work too hard to “get it.” The platform had great functionality and a loyal user base, but the story was overly focused on product features instead of the value and transformation it delivered. In a competitive landscape full of traditional, corporate-feeling solutions, we weren’t clearly communicating why FreshPlan mattered—or how it could make an advisor’s life easier.

Adrianne:
We also noticed we were leaning heavily into technical explanations. That might resonate with senior planners, but it didn’t connect with other segments—like junior advisors or member service reps—who could benefit from using FreshPlan. The rebrand gave us the opportunity to tell a more human, benefits-driven story that worked for all audiences.

Q3: What was the biggest shift in thinking from the old brand to the new?

Tony:
We stopped thinking of FreshPlan as “software” and started thinking of it as an engagement and advice platform. That shift helped us focus on user empowerment, not just tool functionality. We also put the advisor—not the tool—at the center of the story.

Adrianne:
And visually, we moved away from the safe, corporate aesthetic to something bold, and optimistic. The new identity feels more like a forward-thinking fintech brand. It reflects our confidence in the product and the energy of the advisors who use it.

Q4: How important was it to move from feature-focused to benefits-focused messaging?

Tony:
Critical. It’s easy in software to lead with “what” you do—lists of features, technical jargon—but buyers in financial services are increasingly focused on “why” it matters. For FreshPlan, the benefits are tangible: faster advice delivery, more engaged clients, and the ability to serve more people without burning out your top advisors.

Adrianne:
Once we made that shift, our conversations with prospective clients changed. We stopped explaining the mechanics of calculators and infographics, and started painting a picture: “Here’s how you’ll feel more confident walking into your next client meeting,” or “Here’s how you’ll finally have time for those lower-value clients without sacrificing quality.” That’s what sticks.

Q5: How did you bring the new brand to life visually and experientially?

Adrianne:
Once the new branding decisions were made, they became the foundation for everything else. Developing assets like the website, imagery, language, infographics, and calculators required far less effort, because the heavy lifting had already been done during the rebrand. We modernized every element—colour palette, typography, iconography—so it felt fresh and digital-first. We also made sure our imagery reflected real people and relatable scenarios. Instead of stock photos of handshakes and spreadsheets, we showed advisors engaging with clients in real, human ways. 

Tony:
We also embraced the idea of “snackable” brand moments—quick, easy-to-digest pieces of content, from calculators to social-ready infographics, that keep advisors and clients engaged without feeling overwhelmed. That ties directly to the product promise.

Q6: What advice would you give other financial services leaders considering a rebrand?

Tony:
Don’t underestimate the value of an outside perspective. We live and breathe FreshPlan every day, so it’s easy to get stuck in our own language and assumptions. Sprout & Harvest helped us see how we were being perceived from the outside in, and that made all the difference.

Adrianne:
And be ready to make bold choices. The safe option might feel comfortable, but in a competitive market, it’s rarely the one that will help you stand out. If your brand doesn’t feel current, human, and intentional, you risk blending into the noise.

FreshPlan Rebrand: Key Takeaways for Financial Services Leaders

• Find your white space. Don’t just look at what you do—look at what your competitors aren’t doing well.
  
• Lead with benefits, not features. Paint a picture of the transformation you deliver.
  
• Center the user, not the product. Show how your audience becomes the hero.
  
• Use archetypes as a guide. They provide a consistent framework for your brand personality.
  
• Invest in inspiring, intentional design. First impressions are still everything.

FreshPlan’s rebrand isn’t just a new look—it’s a new way of showing up in the market. It’s proof that even in a mature industry like financial services, the right brand direction can open new opportunities and inspire deeper engagement with clients.

If you’re ready to reposition your financial services brand for today’s market, Sprout & Harvest can help you find your unique space and bring it to life. Contact us to start the conversation.