Known as Conquest Planning since its launch in 2018, the fintech company has unveiled a refreshed brand and visual identity, shortened its name from Conquest Planning to Conquest, and announced a pivot beyond financial planning to signal the broader role its financial advice engine plays.
The company’s engine, Strategic Advice Manager, has evolved to include agentic capabilities announced earlier this year. SAM comprises a calculation engine and proprietary artificial intelligence expert system that work together to evaluate and rank financial strategies, model life events and respond to client questions.
“Financial advice was never meant to be static,” said Brad Joudrie, chief executive officer of Conquest, in a prepared statement. “Clients’ lives change constantly, and the advice they receive should be able to keep pace.”
The engine can power AI-enabled advisor, client and white-label experiences, helping firms deliver financial guidance across any wealth segment, channel and surface, according to the company.
Every recommendation generated by SAM is backed by a deterministic algorithm and an audit trail that can be checked at each step.
The new visual identity features a mark inspired by a sonic boom, paired with a visual system, color palette and brand voice.
“Our business, technology and ambitions have grown, and our new positioning needed a brand that could better reflect our growth and path forward,” said Karen Budell, chief marketing officer of Conquest.
The company will showcase its new identity at Future Proof Festival.
In April, the all-in-one advisory platform Advisor360° announced a collaboration and integration with Conquest that aimed to unify workflows across planning, execution and client management.
Conquest, which has been powered by AI since its founding in Canada by Mark Evans (creator of Naviplan), who stepped down as CEO in December and moved into the executive chairman of the board role.
In June 2025, the company announced it raised an $80 million in a Series B funding round, bringing the company’s total funding to over $100 million (its $17.8 million Series A was announced in February 2023).
Launched into the Canadian market in 2020, Conquest first rolled out to American advisors in mid-2022.