The strong demand for our planning-led services has meant that despite the pandemic we have continued to grow in staff numbers and expertise. This evolution of our company has prompted numerous changes and we are pleased to highlight these as follows:
Tanager now has 32 staff and will soon have 12 advisors. We have added six people in our US-UK Financial planning team, and we now have five in our client services team. Our assets under advice or management now total $750 million USD.
To accommodate our growth, we have moved to new offices in Vintners Place in the City of London. We hope to welcome you soon to our new home, where you can appreciate the views of the Thames and St. Paul’s Cathedral.
New Tanager Brand
In keeping with the theme of growth, we have decided to evolve our brand identity to embody what is now a sophisticated business. We wanted to update the brand to be more aligned to our modern, professional business and to communicate our sophistication and transatlantic expertise.
When we founded the firm, we wanted our brand to stand for friendliness, care and a business based on traditional American customer-service principles. While keeping empathy and compassion at the center of the Tanager brand, the updated brand will communicate more of the innovative financial planning and advice we give. We have grown to become a firm that can advise you throughout your wealth journey and help you through the complexities of everything from UK estate planning to US probate. The new brand and communications will give you the confidence you need to cut through the complexity and create the future you want.
You will see our new Tanager website has now gone live, which hopefully you will find elegant and easy to use. We will keep it updated with all our Insights on US and UK issues for transatlantic households. Instead of calling our client portal ‘the Birdcage’ you will now just see a Login button. You will start to see our new brand on your client portals when you look at your portfolios.
The Tanager bird continues to be at the centre of our brand, and you will continue to see the bird and its feathers in our new branding and client documents. The bird came from our focus on delivering an ‘evolution of investing’ and drawing a link to Charles Darwin, the British scientist best known for evolution. The finches that Darwin originally studied were reclassified as Tanagers, which is where we got our brand name. Tanagers are a diverse family of American birds, most are non-migratory, but a few adventurers make their way across the Atlantic Ocean.
Tanager in the Community
The warm and caring team of professionals that are here to help our clients, is the bedrock of our service. We care not only but about our clients, but also our communities. To continue with the charity fundraising momentum, we established during the Bryson Line walk, we have organised a ‘Walk in the Footsteps of the Homeless’ with The Soup Kitchen London this year. Employees are also volunteering at The Soup Kitchen London several times a month. If you are interested in supporting the work of the charity, please see their website: soupkitchenlondon.org.