New Look, Same Benjamin: The Financial Industry’s First AI Assistant

Goodbye, Wela. Hello Benjamin.wela logo to benjamin logo signifying change

We’re saying a bittersweet goodbye to Wela, and bringing Benjamin to the forefront of our brand. 

While parting ways with that familiar face and bowtie was tough, we knew that Benjamin needed a new look that better reflects his presence as the financial industry’s first AI assistant. 

The Logo: The soundwave signifies Benjamin’s automated AI capabilities, specifically its ability to intelligently communicate with advisors and their clients. 

The Colors: With Benjamin creating a whole new category of software for advisors, we wanted to put an emphasis on the ‘a’ and ‘i’ in the name to signify the advances we’ve made and will continue to make toward helping advisors become more efficient with Benjamin’s AI capabilities. 

Armed with this fresh, new look and stronger-than-ever automation capabilities, Benjamin is ready to help you quickly scale your business and profitability by: 

  • Seamlessly integrating the software tools and data used by advisors
  • Elegantly automating a myriad of time-consuming menial tasks
  • Providing advisors with more time to foster value-added client relationships

Want to see Benjamin in action? Reach out to us here ( and we’ll get you started with a free demo.