Brand guidelines
Brand framework
Contents
Purpose
BHAG (Big Hairy Audacious Goal)
Mintos virtues
Vision
Mission
Value proposition
Values
Tagline
Brand promise
Brand truth
Consumer need
Personality
Purpose
Our purpose is to help people achieve their financial goals and therefore live better lives.
BHAG
Be the number one choice for retail investors in Europe for long-term wealth building by 2030.
Mintos virtues
Pursue learning and growth
Default to transparency
Be an owner
Execute the work
Think customer
Vision
To build a world where access to wealth creation enables better lives.
At Mintos, we envision a world where wealth is more than numbers on a balance sheet. It’s a foundation for security, confidence, and freedom. We believe financial wellbeing empowers people to make choices that align with their goals - to invest in their future, support their families, and contribute to their communities.
In this future, access to transparent, effective investment opportunities enables individuals to grow their wealth. By creating regular income investing products and making investing easy, simple, and accessible, Mintos helps shape a society where money is a means to live better, not just live richer.
Financially: Build and grow your wealth, creating a stable foundation for your future.
Emotionally: Gain peace of mind by having clarity and control over your financial life.
Socially: Reclaim your time and focus through smart, automated investing so you can spend more of life where it matters most.
Mission
Empower investors to achieve their financial goals.
Value proposition
Build long-term wealth with income generating assets – your way.
Audience
Wealth creators
- Experienced retail investors
- Age 25–45
- Financially literate, confident in exploring alternative asset classes
- Seek diversification and steady income streams
- Have invested before, especially in ETFs & stocks
- Value transparency, autonomy, and low complexity
- Seek passive income or diversification, but not trading
Wealth explorers
- New to investing but eager to grow wealth
- Age 20–35
- Financially literate, ready to level up from basic savings products
- Professionals in early to mid career stages across Europe
- Look for trustworthy and accessible platforms
- Want to be enabled to improve their knowledge and experience
- Motivated by goals like passive income, financial independence, or saving for the future.
Tagline
Create your wealth.
Brand promise
Build wealth with confidence.
Brand truth
Income generating assets, manage earnings flexibly, transparent communication, diversify and manage risk, trusted & licenced.
Consumer need
Build long-term wealth with income generating assets – your way.
To read more about brand pillars, visit Confluence
Personality
Transparent & approachable
We help investors make informed decisions by sharing facts clearly, even when they're not ideal. We educate openly, communicate with purpose, and never judge.
We speak clearly and respectfully to all investors. No jargon. Just helpful, inclusive, people-first communication.
Ambitious
We lead innovation in retail investing with bold ideas and modern solutions. We think differently and launch fast, always focused on creating real value.We inspire action by showing the value of investing with Mintos. Our stories explain benefits and opportunities, not just features.
Empowering
We give investors tools and support to own their financial future. With simple entry points, smart automation, and respectful guidance, we make investing accessible for all.
We sound like people, not a bank. Our tone is fresh, genuine, and human - without unnecessary fluff.
Trustworthy & reliable
As a licensed investment firm, we prioritize compliance, security, and transparency. We set clear expectations and educate about investment risks honestly.
We back claims with data. We’re methodical, pragmatic, and never exaggerate. Investors trust us because we show our work.
To read more about Personality, visit Confluence
© Mintos
All Rights Reserved
Brand guidelines
Brand framework
Contents
Purpose
BHAG (Big Hairy Audacious Goal)
Mintos virtues
Vision
Mission
Value proposition
Audience
Tagline
Brand promise
Brand truth
Consumer need
Personality
Purpose
Our purpose is to help people achieve their financial goals and therefore live better lives.
BHAG
Be the number one choice for retail investors in Europe for long-term wealth building by 2030.
Mintos virtues
Pursue learning and growth
Default to transparency
Be an owner
Execute the work
Think customer
Vision
To build a world where access to wealth creation enables better lives.
At Mintos, we envision a world where wealth is more than numbers on a balance sheet. It’s a foundation for security, confidence, and freedom. We believe financial wellbeing empowers people to make choices that align with their goals - to invest in their future, support their families, and contribute to their communities.
In this future, access to transparent, effective investment opportunities enables individuals to grow their wealth. By creating regular income investing products and making investing easy, simple, and accessible, Mintos helps shape a society where money is a means to live better, not just live richer.
Financially: Build and grow your wealth, creating a stable foundation for your future.
Emotionally: Gain peace of mind by having clarity and control over your financial life.
Socially: Reclaim your time and focus through smart, automated investing so you can spend more of life where it matters most.
Mission
Empower investors to achieve their financial goals.
Value proposition
Build long-term wealth with income generating assets – your way.
Audience
Wealth creators
- Experienced retail investors
- Age 25–45
- Financially literate, confident in exploring alternative asset classes
- Seek diversification and steady income streams
- Have invested before, especially in ETFs & stocks
- Value transparency, autonomy, and low complexity
- Seek passive income or diversification, but not trading
Wealth explorers
- New to investing but eager to grow wealth
- Age 20–35
- Financially literate, ready to level up from basic savings products
- Professionals in early to mid career stages across Europe
- Look for trustworthy and accessible platforms
- Want to be enabled to improve their knowledge and experience
- Motivated by goals like passive income, financial independence, or saving for the future.
Tagline
Create your wealth.
Brand promise
Build wealth with confidence.
Brand truth
Income generating assets, manage earnings flexibly, transparent communication, diversify and manage risk, trusted & licenced.
Consumer need
Build long-term wealth with income generating assets – your way.
To read more about brand pillars, visit Confluence
Personality
Transparent & approachable
We help investors make informed decisions by sharing facts clearly, even when they're not ideal. We educate openly, communicate with purpose, and never judge.
We speak clearly and respectfully to all investors. No jargon. Just helpful, inclusive, people-first communication.
Ambitious
We lead innovation in retail investing with bold ideas and modern solutions. We think differently and launch fast, always focused on creating real value.We inspire action by showing the value of investing with Mintos. Our stories explain benefits and opportunities, not just features.
Empowering
We give investors tools and support to own their financial future. With simple entry points, smart automation, and respectful guidance, we make investing accessible for all.
We sound like people, not a bank. Our tone is fresh, genuine, and human - without unnecessary fluff.
Trustworthy & reliable
As a licensed investment firm, we prioritize compliance, security, and transparency. We set clear expectations and educate about investment risks honestly.
We back claims with data. We’re methodical, pragmatic, and never exaggerate. Investors trust us because we show our work.
To read more about Personality, visit Confluence
© Mintos
All Rights Reserved