Personal Capital CMO on Finding the Fintech Company’s ‘True’ Brand

Fintech company Personal Capital may sound like an industry newcomer, but after 10 years and $11 billion in managed assets, the company has claimed a pretty decent slice of the pie. At the marketing helm is Porter Gale, a strategic force with more than 25 years of growth-driven marketing and advertising experience–most notably leading the team that turned Virgin America from an airline to a true brand. Nearly one year into her role as CMO at Personal Capital, Gale took us into the company’s recent rebranding and how it’s leaning into data-centricity to challenge industry norms.

@heidefaith heide.palermo@adweek.com Heide is the senior director of brand community at Adweek and Editor of the Inside the Brand series, including the CMO Moves and Gen ZEOs podcasts, Innovators, Challengers, and Women Trailblazers. She also leads Adweek's Innovators Council.
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