Skip to main content

New Look, New Name, Same Spirit

“Your brand is what other people say about you when you’re not in the room.” ― Jeff Bezos

The above quote from Jeff Bezos is an apt description of what a brand is and why is so important in today’s world. It’s one thing to tell people what your brand is. It’s quite another to fulfill your brand’s promise to the point in which perception aligns with your desired reality.

Brands are more than logos, taglines and color palettes. Sure, those things are cool, but that’s just the tip of the iceberg. Your brand is how you present yourself or your organization to the world and how your key constituents appraise you and your services. The infographic below demonstrates just how valuable a brand can be. Forbes estimates that Apple’s brand alone is worth over $200 BILLION dollars.

Source: Visual Capitalist

Earlier this year, our team at Huber Financial Advisors joined forces with Savant Capital Management (more on that name in a second) to create what we believe to be one of the premier wealth management brands in the country. Each firm had spent the past +30 years building and crafting their own respective brands and together we look to forge ahead to the next frontier.

Brand equity takes time to build, sometimes decades. But even the most valuable and sustainable brands occasionally go through a bit of a refresh to modernize and reflect their evolution over time. With that in mind, Savant has spent the better part of the past year working through an extensive rebrand (shout out to our all-star marketing team for their Herculean efforts!) and I couldn’t be more thrilled by the results.

(Drum roll please)

Savant Capital Wealth Management

While our firm name did not completely change, we did replace the word “Capital” with “Wealth” to better reflect our deep bench of talent across the various financial planning disciplines and the holistic nature of the services we offer.

Our New Logo

In designing our logo, we started with the meaning of the name Savant – a “learned, wise scholar” – which speaks to one of our core values of lifelong learning. It’s hard to think of a better visual representation of wisdom than an owl. Our particular rendition is in the shape of a shield, representing our role as a trusted advisor and fiduciary to protect our clients’ best interests.

Wise Counsel

Our new tagline communicates our evidence-based and common-sense approach to wealth management. Our wise counsel comes from the collective education, experience and wisdom of Team Savant.

Here is our CEO Brent Brodeski in his own words:

“In an industry where everyone calls themselves a financial advisor it’s hard for clients to know who is really in their corner, and who is truly unbiased. Today’s clients are looking for wise counsel,” said Brent Brodeski, CEO of Savant. “It’s difficult to select a financial advisor when it seems like all firms look, talk, and act alike. We believe Savant’s Wise Counsel brand will point investors toward a firm that is truly on their side every step of the way.”

The Website

In my humble (and totally unbiased) opinion, I think we knocked it out of the park with our new website – a cleaner overall look and feel, with a straightforward and easy to navigate design.


When we merged with Savant earlier this year, I knew it represented a new chapter in my life and career. As excited as I was then, I am even more excited today to carry the Savant flag and advocate for our “Wise Counsel” brand and our mission to help clients build their ideal futures. If our message resonates with you, please get in touch with us or take our complimentary Ideal Futures Financial Health Assessment℠.

Press Release:

Savant Unveils New Name, Brand to Better Reflect its Deep Bench of Expertise and Holistic Approach

New Website:

Savant Wealth Management

New Company Twitter Handle:

@SavantWealth (give us a follow for firm updates and insights from our team!)

About the author

Phil Huber, CFA, CFP®

Phil is the Head of Portfolio Solutions for Cliffwater, a leading alternative investment adviser and fund manager. Prior to joining Cliffwater in 2024, Phil was the Chief Investment Officer for Savant Wealth Management, a multi-billion dollar wealth management firm. Phil has been involved in the financial services industry since 2007. He earned a bachelor’s degree in finance from the Kelley School of Business at Indiana University. He is a member of the CFA Society of Chicago. More about me here. Twitter: @bpsandpieces

Get on the List!

Sign up to receive the latest insights from Phil Huber directly to your inbox.