As most of you will have seen by now, JoycePayne Partners recently became Agili. Our refreshed brand became public on May 14th, but much work was done before then to ensure the Agili name aptly represents who we will be in our next 25 years just as the names Michael Joyce & Associates and JoycePayne Partners represented who we have been over the past 25 years.
The process began in early 2017, as the 10-year anniversary of our previous brand study was passing. As a small business owner, I think it is a good idea to hit pause every few years and take time to reflect on how the business I founded has grown, where it is headed and if its positioning is still in line with the mission and vision I have always had. As a testament to the dedicated team we have built, this time around, that reflection was done by our Leadership Team, not just me.
We came together, with the help of the branding consulting firm, yogg, and did some soul-searching. We also interviewed clients, potential clients, peers and employees to learn how other people see us. And then we built a corporate identity around who we are, clarified by the self-reflection and information we gathered.
Agili is pronounced a – JILL – ee. It is a derivative of the Latin word for agile, also meaning nimble. We liked this name for several reasons, the most basic of which is that it is short and simple. It also starts with an “A,” automatically giving it preferential placement on any alphabetized list. This may seem trivial, but it reflects how we think about everything – deliberately, thoughtfully and skillfully – which gets me to the most significant reason we chose our name – because it represents who we are. We are an experienced team, united in the mission of creating peace of mind for our clients and a path to their dreams. We are nimble, creating personalized financial plans to fit the exact needs of each client. And we are responsive, acting quickly and ably to understand our clients’ financial situations and supporting them in ways that will make a meaningful difference in their lives.
Becoming Agili has been a very exciting process for everyone at our firm. We’re overjoyed to finally be able to share this identity with you, and we’re grateful to those who helped us in our journey. I believe the next 25 years are going to be even better than the first, and we look forward to spending those years as Your Personal CFO.