The background

Serac is a bootstrapped startup building a wealth management platform for ultra-high-net-worth households. It brings every bank account, investment and private asset into one live view. It also tracks who in the household is spending what, from the family office to the PA and the chef.

The bet

Most tools in this space are built for the advisor or the family office team. Serac is built for the principal. To win its first customers, the founders planned to sell one to one to early adopters. Our bet was that this audience judges on taste: a product as refined as the rest of their lives would earn trust faster than a large feature list.

The build

We created Serac’s brand identity and design system, then used them to design the core product: total wealth at a glance, portfolio performance, and spending by category and by person. The same craft went into a pitch deck and social media collateral, so every touchpoint a prospect sees tells one story.

The outcome

The founders are now taking Serac to early adopters in one-to-one sales meetings, and the product designs, brand and deck we made are at the centre of every pitch. Serac starts these conversations as an established name in private wealth, not a startup asking for trust.