Case Study: DPL Financial Partners creates a clearer path for modern annuities with Tanj's Avenew naming work

DPL Financial Partners explored hundreds of names with Tanj to launch Avenew

DPL Financial Partners engaged the product naming agency Tanj to create a modern name for its new category-defining annuities platform. The challenge was to develop a name that matched the platform's breakthrough, commission-free value proposition and could signal a smarter, more transparent financial future, moving beyond the norms of the industry.

Tanj delivered the name Avenew, a fresh and optimistic name conveying momentum and a new avenue toward better financial outcomes. They also built a comprehensive brand language playbook to ensure consistent messaging. As a result, the DPL team rallied around the intuitive and strategic identity, which successfully framed annuities in a positive light and gave them the tools to articulate their complex product with clarity and a unified voice.

DPL Financial Partners