When Truepoint Wealth Counsel looked to expand beyond traditional wealth management, they weren’t just launching a sub-brand—they were rethinking who how to deliver more access to smart financial advice. The result was Commas, a new kind of offering designed to meet people anywhere in their financial journey. BLDG helped make that possible by defining the vision, reframing the audience, and building the structure to scale it.
Originally operating under the name Rhinevest, the service had strong local equity but limited reach. Our task wasn’t just to rename it. We needed to redefine its reason for existing, then shape a story and system that could evolve with the customer. The core insight: people don’t need millions to need a plan. They need a starting point. Commas became that. Why Commas? It's both functional and conceptual, representing the literal separation of thousands, millions and billions, as well as a list of defined goals ("buy a home, start a family, retire with confidence").
We helped define and segment the audience not by income, but by intent. The “EveryInvestor” isn’t a demographic. It’s a mindset. These are people who want clarity, not complexity. By shifting language, access, and expectations, Commas became a platform that removed barriers rather than reinforced them.
