Intention.ly is betting that financial advisors no longer want to choose between speed and individuality.

The growth marketing firm announced the January 2026 release of its next-generation Advisor Brand Builder (ABB), an AI-powered platform designed to generate personalized brands, websites, messaging, and content ecosystems for financial advisors—without the long timelines or high costs traditionally associated with bespoke agency work.

The update represents a major evolution of ABB, which first launched in 2023, and directly addresses a longstanding industry problem: branding at scale that looks efficient but feels indistinguishable.

Moving Beyond “One-Size-Fits-All” Advisor Branding

For years, financial services firms have leaned heavily on standardized branding systems—templates, pre-approved language, and recycled visuals meant to ensure compliance and efficiency. The result, according to Intention.ly, is a crowded landscape where advisors struggle to differentiate.

ABB aims to flip that model.

Rather than starting with templates, the platform uses AI to generate a custom visual identity, messaging framework, and content strategy aligned to each advisor’s positioning, services, and target audience. The output is then refined by Intention.ly’s in-house agency team, blending automation with human brand expertise.

“At scale has long been synonymous with one-size-fits-all in this industry,” said Kelly Waltrich, CEO and Co-Founder of Intention.ly. “But one-size-fits-all branding is an oxymoron. With ABB, advisors get something uniquely theirs—delivered with the speed and accessibility of a platform built for scale.”

Instant Brand Assets, Ready for Real-World Use

The 2026 version of ABB focuses on compressing what used to take months into days—or seconds.

Once advisors input strategic information about their practice, ABB instantly generates baseline brand assets, including:

• Business cards and email signatures

• Presentation and proposal templates

• Social media graphics and brand visuals

• Messaging frameworks aligned to advisor services and audience needs

These assets are designed to be launch-ready, then refined by Intention.ly’s creative team to ensure quality, consistency, and real-world usability.

A Website Generated in Seconds, Not Months

One of the platform’s most ambitious features is its AI-generated website builder.

Using the advisor’s brand messaging and visual system, ABB can create a fully responsive, brand-aligned website at the push of a button. What traditionally involves extended discovery sessions, design sprints, copywriting cycles, and compliance reviews is reduced to an instant foundation—then polished by agency specialists.

The goal, according to Intention.ly, isn’t to replace human creativity but to remove the operational friction that slows advisors from showing up online.

Content Built Around the Advisor, Not the Template

ABB also tackles another pain point for financial advisors: content that sounds generic.

Instead of producing broad, reusable posts, the platform generates a 12-month content calendar mapped to each advisor’s brand pillars, services, and audience segments. Advisors also receive monthly, channel-optimized content packs, delivered directly to their inbox and ready for deployment across digital channels.

The result is a content engine that reflects how advisors actually want to communicate—without requiring them to become marketers themselves.

AI Speed, With Agency Oversight

What differentiates ABB from pure-play AI branding tools is Intention.ly’s insistence on human refinement.

“ABB doesn’t replace human strategy with automation,” said Joe Steuter, Chief of Client Strategy at Intention.ly. “It removes friction through AI before our team adds a layer of brand-expert refinement.”

This hybrid approach is particularly relevant in financial services, where compliance, tone, and trust signals matter as much as speed. Intention.ly says its agency oversight ensures ABB outputs are not only fast, but polished, compliant-aware, and strategically sound.

Why This Matters for Financial Services Marketing

As advisor competition intensifies and digital-first client acquisition becomes table stakes, branding is shifting from a cosmetic exercise to a growth lever. Platforms like ABB reflect a broader industry trend: AI-powered personalization designed for regulated, complex industries, not just consumer marketing.

By combining AI-driven generation with agency validation, Intention.ly is positioning ABB as a middle ground between rigid enterprise systems and expensive custom branding engagements.

For firms under pressure to scale advisor marketing while preserving individuality, that balance may be the real differentiator.

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