Neuberger Berman
The leaders of Neuberger Berman Group were determined to capitalize on a sea change in the asset management space: the accelerating transition of wealth to a new, younger generation of high-net-worth investors.
With more than $460 billion in assets under management, the Neuberger Berman Group was an acknowledged leader in managing the wealth of high-net-worth individuals and families. But a dramatic change was on the horizon: as the investment industry’s traditional client base continues to age, a new generation of wealthy investors is emerging. This transition of wealth to younger investors, whether self-made entrepreneurs or the next generation of current clients, represents an extraordinary opportunity to dramatically increase assets under management.
Younger investors aspire to have a positive impact on the world and see wealth creation as a means to this end. For these investors, creating a legacy is about more than the money they leave behind; it’s about the impact they achieve today and tomorrow … on their family, their causes and the world.
This insight led to a new brand based on a core idea: “Partners in Your Purpose.” The brand redefined what it means to be an investment manager for a new generation: “We are a different kind of partner. An investment partner. A thought partner. A planning partner. But most importantly, we are a partner in your purpose—uniquely built to solve for you. We invest by your side, always with a singular focus: to advance your family’s purpose across generations.”
Supported by a new name, NB Private Wealth, to distinguish the group from its parent, the brand was launched through a digital experience carefully designed to engage younger investors, while maintaining a strong connection to legacy investors, as well as through presentations, marketing literature and a thought leadership campaign.
Traction since launch has been strong and growing. Neuberger Berman executives report that their teams are energized by the new brand, more confident than before that they have what they need to connect with the next generation of investors.
DB truly understood our vision—the new brand speaks to our future while honoring the essence of our legacy brand.
