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Wela Announces Name And Logo Change As Part Of Larger Rebranding Effort



ATLANTA, GA (October 28, 2019) Today, Wela announced a name and logo change as part of a larger rebranding effort. The company has officially changed its name from Wela to Benjamin™, emphasizing the company’s creation of an entirely new category of AI financial technology built for financial advisors by financial advisors.

The new Benjamin logo also offers a visual representation of the company’s focus on artificial intelligence for the financial industry by including the highlighted letters A and I.

According to Matt Reiner, CEO of Benjamin, “The core, unwavering principle of the financial services industry is to help people. The mission of Benjamin is perfectly aligned with that principle, creating an entirely new technology category and leveraging AI to assist financial advisors in simultaneously delivering both seamless and high-touch service.” Reiner continued, “Our rebranding efforts reflect our dedication to the proprietary AI technology we’ve developed with Benjamin and our commitment to further innovation in this new category on behalf of financial advisors.”

For more information, visit To schedule an interview or for questions about this technology, e-mail Andrea Rizk at


About Benjamin: Benjamin is the financial advisor industry’s premier cloud A.I. assistant which seamlessly integrates the software tools and data used by advisors and their teams to better service their clients. Benjamin elegantly automates a myriad of time-consuming and menial yet imperative tasks, providing the advisor more time to foster value-added customer relationships. The productivity gained by Benjamin’s presence empowers firms to quickly scale their business and profitability. Originally created by a multi-billion dollar investment advisory firm, Benjamin is now independent, and used by financial advisors nationwide to better serve both current and future families. For more information, visit


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