Simplify
SIMPLIFY
Squeaky partnered with Simplify Asset Management to build a digital platform supporting the launch and growth of their ETF products. Simplify delivers innovative ETF solutions designed to cut through complexity and help financial advisors build smarter, more resilient portfolios. From day one, Simplify set out to redefine how sophisticated investment strategies are communicated, accessed, and applied.
SERVICES
- Market Research
- Logo Creation
- Branding
- UX/UI | Design
- Web Development
- Web Accessibility
- Video Animation & Editing
- Social Media
OUTCOMES
Industry-leading
Launch with Instant Financial Credibility
$13B
In Assets Under Management in 5 Years
CONSULTING
Building on a trusted relationship with a former client, we worked alongside Simplify’s founders to launch the brand. We handled the full identity lifecycle: naming, strategy, website, and digital ecosystem. ‘Simplify’ isn’t just a name; it’s a mission statement. It was crafted to align perfectly with the firm’s goal of demystifying and streamlining complex financial strategies.
By distilling Simplify’s philosophy and translating it into a clear, confident market presence, Squeaky helped position the firm for a standout launch—one that quickly earned recognition and respect across the financial industry.
BRANDING
Breaking through as a financial startup required instant credibility and memorability. Squeaky developed a brand identity that communicates motion, precision, and performance—anchored by a logo inspired by the directional movement of a fund’s performance.
A refined, minimalist color palette and disciplined visual system were introduced to reinforce clarity, efficiency, and trust. Every brand element was designed to simplify complex information while ensuring the firm stood apart in a crowded investment landscape.
DESIGN
The design delivers a premium yet approachable experience, making complex investment information clear and actionable. Built to be intuitive, fast, and responsive across desktop and mobile, the site gives advisors seamless access to critical ETF data, insights, and tools.
Engineered for scalability, the design system supports Simplify’s growth and evolving UX/UI needs with a flexible framework, extended color palette, custom graphics, and structured infographics that clarify performance data. Consistent brand application across all digital and print touch points strengthens recognition, credibility, and trust. Today, the website remains the central hub for real-time data, empowering advisors as Simplify continues to scale AUM and expand its product offerings.
DEVELOPMENT
Squeaky developed Simplify’s website on Drupal, selected for its enterprise-grade security, flexibility, and scalability. The platform was engineered to support complex ETF data sourced from multiple vendors, processed through a robust ETL pipeline, and delivered via a secure, scalable API.
This architecture ensures accurate, real-time data delivery while supporting future growth and increasing technical demands.
VIDEO
Squeaky created a digital video series that supported each ETF’s value proposition. These videos digest complex information into easy-to-understand custom story-telling animations, enabling advisors to comprehend each fund’s unique offering in quick and simple two-minute videos. As Simplify continues to add their expertise with video and podcast assets, we support them with unique graphics and extensions to the meticulously curated videos they create on an ongoing basis.
