KING OF PRUSSIA, PA — Intention.ly announced the upcoming 2026 release of a next-generation version of its Advisor Brand Builder platform, aiming to upend how financial advisors create and manage their brands by combining artificial intelligence with human agency expertise.
The platform, known as Advisor Brand Builder, or ABB, is designed to generate highly personalized messaging, websites, logos, content libraries, and brand collateral at scale, addressing what the company describes as a long-standing tradeoff in financial services between efficiency and individuality.
For years, the industry has leaned heavily on standardized templates and recycled messaging, approaches that prioritize speed but often leave advisors indistinguishable from competitors. Intention.ly said ABB is built to close that gap by producing a full brand and digital ecosystem tailored to each advisor’s positioning, services, and target audience.
“At scale has long been synonymous with one-size-fits-all in this industry,” said Kelly Waltrich, Intention.ly’s chief executive officer and co-founder. “But one-size-fits-all branding is an oxymoron; it simply doesn’t work. With ABB, advisors get something that is uniquely theirs — their voice, their positioning, their services — all delivered with the speed and accessibility of a platform built for scale.”
Originally launched in 2023, Advisor Brand Builder has undergone extensive enhancements ahead of its January 2026 release, informed by Intention.ly’s work with more than 100 financial services firms. The updated platform replaces rigid templates with AI-driven brand generation, producing customized visual identities and messaging frameworks without the cost or timeline typically associated with bespoke agency work.
The platform also delivers baseline brand assets instantly, including business cards, email signatures, presentation templates, and social media graphics, all created from strategic inputs and refined for real-world use. With a single action, ABB can generate a fully responsive, brand-aligned website in seconds, compressing what traditionally takes months of design and copy development into a near-instant digital launch.
Another core feature is an advanced content engine that builds a 12-month content calendar aligned to each advisor’s brand pillars and services, paired with monthly, channel-ready content packages delivered directly to advisors.
Intention.ly emphasized that while ABB is powered by AI, it is not a fully automated system. Outputs are reviewed and refined by the company’s agency team to ensure quality, compliance awareness, and strategic consistency.
“ABB doesn’t replace human strategy with automation,” said Joe Steuter, Intention.ly’s chief of client strategy. “It removes friction through AI and technology before our team adds a layer of brand-expert refinement. The combination of tech-driven speed and human creative oversight allows advisors to show up faster, more clearly, and more confidently than ever before.”
The company said the updated platform reflects growing demand from financial firms for branding solutions that can adapt quickly as advisors’ businesses evolve, positioning ABB as a tool designed to deliver customized brands in weeks rather than months.
Intention.ly said the 2026 release of Advisor Brand Builder is expected to roll out in January.
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