Kernel Wealth
Branding the financial future of Aotearoa.
Finance
Tech
Kernel Wealth
Branding the financial future of Aotearoa.
Finance
Tech
Kernel Wealth
Branding the financial future of Aotearoa.
Finance
Tech
Kernel had already found its feet as a challenger platform reshaping how Kiwis invest. As an ambitious fintech offering direct access to high-performing index funds, they were helping thousands of Kiwis build better financial futures. But with early traction came a new challenge: growing up. The team was ready to scale and needed a brand that could match their ambition and signal credibility. They needed something that felt as sharp as their product and could articulate their purpose in a category still clinging to outdated ideas of saving.
Refresh:
Research & Discovery
Brand Identity
Design System
Messaging
Kernel had already found its feet as a challenger platform reshaping how Kiwis invest. As an ambitious fintech offering direct access to high-performing index funds, they were helping thousands of Kiwis build better financial futures. But with early traction came a new challenge: growing up. The team was ready to scale and needed a brand that could match their ambition and signal credibility. They needed something that felt as sharp as their product and could articulate their purpose in a category still clinging to outdated ideas of saving.
Refresh:
Research & Discovery
Brand Identity
Design System
Messaging
Kernel had already found its feet as a challenger platform reshaping how Kiwis invest. As an ambitious fintech offering direct access to high-performing index funds, they were helping thousands of Kiwis build better financial futures. But with early traction came a new challenge: growing up. The team was ready to scale and needed a brand that could match their ambition and signal credibility. They needed something that felt as sharp as their product and could articulate their purpose in a category still clinging to outdated ideas of saving.
Refresh:
Research & Discovery
Brand Identity
Design System
Messaging
The Challenge
A glow up with something to prove.
No longer just a startup, Kernel was ready for something bigger. The product was strong, the team was growing, and momentum was building. But the brand still felt early-stage and lacked the presence to lead. It was time for a brand that could keep up, one built to scale, earn trust, and carry the weight of a bold vision for New Zealand’s financial future.
The Challenge
A glow up with something to prove.
No longer just a startup, Kernel was ready for something bigger. The product was strong, the team was growing, and momentum was building. But the brand still felt early-stage and lacked the presence to lead. It was time for a brand that could keep up, one built to scale, earn trust, and carry the weight of a bold vision for New Zealand’s financial future.
The Challenge
A glow up with something to prove.
No longer just a startup, Kernel was ready for something bigger. The product was strong, the team was growing, and momentum was building. But the brand still felt early-stage and lacked the presence to lead. It was time for a brand that could keep up, one built to scale, earn trust, and carry the weight of a bold vision for New Zealand’s financial future.
The Insight
The comfort of savings is costing Kiwis billions.
People trust savings because it feels familiar. But with $2 billion of Kiwi wealth being lost to term deposits every year, that trust was misplaced. Saving as we knew it is broken. Kernel was built to meet that moment, offering a smarter, simpler way to grow wealth for a generation stuck between low returns and limited investment access.
The Insight
The comfort of savings is costing Kiwis billions.
People trust savings because it feels familiar. But with $2 billion of Kiwi wealth being lost to term deposits every year, that trust was misplaced. Saving as we knew it is broken. Kernel was built to meet that moment, offering a smarter, simpler way to grow wealth for a generation stuck between low returns and limited investment access.
The Insight
The comfort of savings is costing Kiwis billions.
People trust savings because it feels familiar. But with $2 billion of Kiwi wealth being lost to term deposits every year, that trust was misplaced. Saving as we knew it is broken. Kernel was built to meet that moment, offering a smarter, simpler way to grow wealth for a generation stuck between low returns and limited investment access.
Most people aren’t bad with money. They’re just underserved by systems that make investing feel intimidating. Kernel needed a brand that gave people the confidence to act. We brought that idea to life through an identity that feels clear, calm, and empowering. A brand that says: you’ve got this, and your money does too.
Most people aren’t bad with money. They’re just underserved by systems that make investing feel intimidating. Kernel needed a brand that gave people the confidence to act. We brought that idea to life through an identity that feels clear, calm, and empowering. A brand that says: you’ve got this, and your money does too.
Most people aren’t bad with money. They’re just underserved by systems that make investing feel intimidating. Kernel needed a brand that gave people the confidence to act. We brought that idea to life through an identity that feels clear, calm, and empowering. A brand that says: you’ve got this, and your money does too.
From the Founder
“Kernel is the realisation of a dream to help Kiwis achieve more with their money.”
— Dean Anderson, Founder & CEO
From the Founder
“Kernel is the realisation of a dream to help Kiwis achieve more with their money.”
— Dean Anderson, Founder & CEO
From the Founder
“Kernel is the realisation of a dream to help Kiwis achieve more with their money.”
— Dean Anderson, Founder & CEO
The refreshed brand supported Kernel’s shift from early traction to long-term growth. Today, they manage hundreds of millions in investments and continue to lead the charge for a more financially empowered Aotearoa.
The refreshed brand supported Kernel’s shift from early traction to long-term growth. Today, they manage hundreds of millions in investments and continue to lead the charge for a more financially empowered Aotearoa.
The refreshed brand supported Kernel’s shift from early traction to long-term growth. Today, they manage hundreds of millions in investments and continue to lead the charge for a more financially empowered Aotearoa.
Credits
Brand Strategy by Previously Unavailable, Illustration by Becca O’Shea, Product & Digital Design by Kernel Wealth
Thank you to the Kernel team and all collaborators.
Credits
Brand Strategy by Previously Unavailable, Illustration by Becca O’Shea, Product & Digital Design by Kernel Wealth
Thank you to the Kernel team and all collaborators.
Credits
Brand Strategy by Previously Unavailable, Illustration by Becca O’Shea, Product & Digital Design by Kernel Wealth
Thank you to the Kernel team and all collaborators.
