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.

@heidepalermo Heide is the vp, head of community at Adweek and Editor of the Inside the Brand.