Earned

Hard-earned wealth management for physicians

Physicians’ careers are demanding, but also rewarding: socially, emotionally, and yes, financially. From the extensive training to the long hours, physicians work hard for their money. But they don’t have the time, or the headspace, to dedicate to growing it.

Earned is the first comprehensive wealth manager exclusively for physicians. Earned’s centralized, tech-forward approach helps doctors earn more, invest smarter, and reduce risk.

Launched as Forme Financial, Earned was looking for a new name and a harder-working brand to help with fundraising and customer acquisition.

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We anchored Earned's brand strategy, and its name, in a feeling of achievement through hard work.

A dark, rich green evokes wealth in an understated way. Our custom display typeface is both formal and friendly. Numbers are the language of finance. We use them to support claims and demonstrate results. We show them monospaced, a finance convention, with strikethrough zeroes for added character. Guilloche is a decorative technique found in architecture, jewelry, and of course paper currency. We use guilloche patterns to create a feeling of luxury, precision, and security.

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Physicians trust recommendations from other physicians. So we feature physician photography and stories prominently.

We took inspiration from formal portraiture to make our physicians look powerful and accomplished. Note their gaze, fixed directly on the audience, and their confident postures. Their titles and affiliations are clearly displayed to establish success and authority. Their personal stories tie wealth to the hard work they do with variety and specificity.

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Our experience touchpoints consider both online and offline interactions. Whether Earned’s advisors are at an event or on a Zoom call, they look well put together in classic turtlenecks. Business card copy highlights the impact advisers have on physicians’ wealth. A longform content piece, “The Little Book of Money for Doctors,” features accessible, actionable financial advice, just for physicians. We give it out at conferences and events.

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