RADNOR, Pa.--(BUSINESS WIRE)--Hartford Funds, a leading provider of mutual funds, announced today a redefined approach to its brand identity. The company introduced its new tagline, “Our benchmark is the investor℠,” and its focus on “human-centric investing,” a unique approach that leverages the emotional relationships between clients, their money and their financial advisors.
The announcement comes at the culmination of an in-depth qualitative and quantitative research process with financial advisors and registered investment advisors. Hartford Funds uncovered strong demand among financial professionals for deep investor insight and a true partner that enables them to better understand and serve their clients. With its human-centric investing approach, Hartford Funds is building smart solutions and tools that advisors can use to create strong and lasting relationships with today’s highly individual investors.
Hartford Funds’ commitment to human-centric investing is supported by its use of deep investor research and insight, a robust practice management offering, and 46 mutual fund solutions designed to meet a variety of investment needs and sub-advised by Wellington Management.
“The asset management industry is one whose legacy is built on investment performance, but that doesn’t mean we should stop there,” said Jim Davey, President, Hartford Funds. “We believe that it’s time for our industry to go beyond what’s expected and do more by delivering against a true understanding of investors’ individual wants and needs to help them reach their goals.”
The brand redefinition features a vibrant advertising campaign with creative work from Bouchez Page, a New York brand strategy and advertising agency. Media strategy and measurement analytics is being performed by Allen & Gerritsen, a full-service advertising agency headquartered in Boston, and the campaign will be further bolstered through public relations support from Prosek Partners in New York.
The new campaign shows financial professionals how Hartford Funds can help them take into account more than just the economy and the stock market, but also the societal influences, generational differences and life stage trends impacting their clients. The approach communicates that good investment management delivers more than performance alone and should reflect the needs and wants of investors.
“We believe that investment practices should be designed to meet the needs and wants of investors. We are devoted to creating solutions and tools that enable advisors to better serve their clients,” said Martin Swanson, Chief Marketing Officer, Hartford Funds. “It’s about advisors building relationships, confidence and trust with their clients. We at Hartford Funds have always felt this way, and with human-centric investing, we’re making our position known to the marketplace.”
About Hartford Funds
Founded in 1996, Hartford Funds is a leading provider of mutual funds and 529 college savings plans. The Company offers a broad range of actively managed strategies designed to provide solutions for a variety of investment needs. Hartford Funds has mutual fund assets under management of $73.0 billion as of December 31, 2014 (excluding assets used in certain annuity products). Hartford Funds’ mutual funds are sub-advised by Wellington Management, a leading investment advisor. For more information about the fund family, visit www.hartfordfunds.com.
All investments are subject to risks, including possible loss of principal.
Investors should carefully consider the investment objectives, risks, charges, and expenses of Hartford Funds before investing. This and other information can be found in the prospectus and summary prospectus, which can be obtained by calling 888-843-7824 (retail) or 800-279-1541 (institutional). Investors should read them carefully before they invest.
Hartford Funds are underwritten and distributed by Hartford Funds Distributors, LLC.
Hartford Funds Distributors, LLC is an indirect subsidiary of The Hartford Financial Services Group Inc.
“The Hartford” is The Hartford Financial Services Group Inc. and its subsidiaries.
Wellington Management Company, LLP is a SEC-registered investment adviser and an independent and unaffiliated sub-adviser to Hartford Funds.
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Some of the statements in this release may be considered forward-looking statements as defined in the Private Securities Litigation Reform Act of 1995. We caution investors that these forward-looking statements are not guarantees of future performance, and actual results may differ materially. Investors should consider the important risks and uncertainties that may cause actual results to differ. These important risks and uncertainties include those discussed in The Hartford’s Quarterly Reports on Form 10-Q, our 2014 Annual Report on Form 10-K and the other filings The Hartford makes with the Securities and Exchange Commission. We assume no obligation to update this release, which speaks as of the date issued.
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