Target audience is a client that is 45-60 years of age. A "millionaire next door". Net-worth of $1-$3million dollars. They are Canadians, probably have their own business or are senior management within their industry. They golf but aren't typically club members; they drive upper-middle class SUVs (Acura's and Jeep's) but probably dream of Bentley's though they'd never buy one. They have two children, are married, typically male as a primary decision maker, intelligent, curious, and grew up on rock and roll. They are more pirate than navy. More Bentley than Rolls Royce or Ferrari. The value independence and don't mind going in their own direction. They do business with us because we are bullshit free and don't tow the bank company-line while at the same time won't put them at risk. We're Bentley, we're the Financial Times of London, we're more INXS than Rolling Stones, we're very discipline and structure thinkers that refuse to get stuck in doctrine and tradition. We know money is made by standing alone before the herd shows up. We're comfortable with a Bud but know our way around a fine wine list. Our work is steak and potatoes—but done to perfection. We wear suits, but rarely put on a tie. We aren't clean shaven but we don't wear beards. Heels are high, but we know how to laugh at ourselves. Our work is serious and holy and we know were the bodies are buried in our industry and use that information to do great work for clients who until meeting us didn't know what great work was.
We provide mission-based financial planning, investment portfolio design and stewardship for Canadians with $500,000 or more in liquid savings. Our clients are smart—but they lack the time, inclination, or resources to do it themselves as they are busy working hard in the businesses/careers that got them where they are.
In a industry of boringly named firms that are either literal descriptions of what they do or homages to the founders, we wanted a firm name that reflected a polished process and discipline. We are structured thinkers that do things in the right order and know the important questions to ask. We are independent (and candidly a bit rock 'n' roll compared to our peers) and we compete with big Canadian bank firms who dominate our industry.
We picked September Wealth because we wanted to engage a person's imagination by not being so literal. We believe (hope) the name "September Wealth" evokes hard work, a sense of harvest, and the promise of a "new year" of work. We need a logo that evokes professional confidence and strength with prospective clients while also being, as I mentioned, a bit rock and roll. Our tag line is "Why Matters Most".