Redefining Praemium for Elite Advisers

Six years after relaunching Praemium in 2018, we were asked to evolve the brand again—this time with a sharper focus on high-net-worth (HNW) advisers. The market had matured, and competitors had closed the gap on core retail platform functionality.

Praemium’s true advantage lies in Sophisticated Wealth management. The challenge was to elevate the brand to better reflect this strength—repositioning Praemium as a premium platform purpose-built for the complex needs of HNW investors.

This meant reframing how the platform’s functionality and products are understood and valued: deeper access to global markets, efficient management of complex asset classes, and infinitely customisable reporting designed for advisers managing multi-layered wealth structures.

The company is doing bold things. The Praemium platform makes financial advice easier, faster, better. It can literally revolutionise how financial advice is provided. The platform saves time, offers fee and tax advantages, enables any asset to be tracked, and can make more profit for both financial advisers and their investors.

So how about some bold creative and ideas to match? We transformed their branding, imagery, tone of voice, messaging and creative over all touchpoints. The results for their people, their brand and their company were nothing short of astonishing.

Strong financial performance

(FY24 → FY25):

These results reflect both operational momentum and the impact of targeted investment in brand, technology and product innovation. These results reflect both operational momentum and the impact of targeted investment in brand, technology and product innovation.

Praemium Spectrum, launched as part of the refresh, is now a multi-billion-dollar product, achieving close to $1 billion in net inflows within its first six months.

Praemium Scope, the non-custodial reporting solution, continues to lead the market with 64,000+ investor accounts and substantial Funds Under Administration.

The refreshed brand and clearer product architecture have driven stronger adviser engagement, reinforced Praemium’s leadership in the HNW segment, and improved digital and onboarding experiences. Praemium also maintained top industry rankings for reporting, security, data and integration.

Together, the strategic brand shift delivered measurable business growth, accelerated adoption of Spectrum, sustained leadership in Scope, and sharper differentiation in an increasingly competitive wealth-tech landscape.