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Meet the New Groundfloor

You’ve probably noticed that things are looking a little different around here. 

Today, we’re excited to share a new vision of Groundfloor with you -- one that better captures the essence of who we are, what we’re about, and where we’re headed.

Why a rebrand?

Eight years ago, we founded Groundfloor on the simple idea that individual investors deserve better than to be forced into playing a game where the house always wins. We realized that when it comes to building wealth, it wasn’t that we weren’t getting our fair share of the financial pie -- it was that we weren’t even being served the same thing. So we built an award-winning, first-of-its-kind platform to make it simple and affordable for all of us to opt out of the rigged public market system and access the same private market investment opportunities that Wall Street uses to build and preserve wealth. 

This spirit of disruptive innovation has been a hallmark of our company since day one -- in the technology we’ve developed, in the marketplace we’ve created, and in the financial opportunities we’ve enabled -- and events such as the COVID-19 pandemic and recent stock market volatility have only deepened our resolve to continue pushing forward. We’ve got some big plans for the years ahead, and building new tools, products, and features that help everyone build wealth is at the heart of them. As we scale and evolve our platform, it’s only right that our brand evolves with it.

The New Groundfloor Brand

In designing our new branding, we decided to go back to basics. We founded Groundfloor to be a simple yet powerful tool to help everyday investors build wealth. With its cleaner, more streamlined aesthetic and brighter, bolder colors, we think the new Groundfloor brand better embodies this fundamental mission. 

While we knew change was needed, we wanted to be careful not to lose the elements of our brand that you’ve come to know and love, but bring them to life in a new and more exciting way. Our new logo, for example, retains the same format as the old, but we’re now using a different font that has a bit more attitude, just like us. Our brand color is still a dependable and reliable blue, now just in a bolder and more vibrant shade. And our familiar triangle symbol still points up and to the right, signifying growth, innovation, and positive change, but is now firmly embedded in our name.

The changes you see today across our website, blog, and social media platforms are just the beginning of a wider reimagining of the look and feel of our brand. We hope you like what you see so far, and we can’t wait to show you more.

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