TrueLine Launches Equity, Digital Platform

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Clarity on money managers in this financial magazine

Equity Financial Magazine by TrueLine Publishing
Equity profiles will clarify their value proposition, from how they treat their employees to what are their processes for choosing investments and giving guidance.

Ever been vexed by asset managers and money managers, which are a dime a dozen yet all seem the same? Read on.

TrueLine, a B2B content marketing company based in Portland, Maine, will soon release the first edition of its online digital platform, Equity, which seeks to give useful information about what distinguishes one such business from the next.

Expect it to be online starting June 12 at

According to its founders, Equity is premised on the idea that financial planners, wealth managers and investment advisors are often hard to tell apart, due to similarities in their messaging and branding. They say this trend not only makes it difficult for potential clients of these firms to make informed decisions—it also loses the firm's business.

“Having bad branding is like having bad breath,” said CEO of TrueLine, Haj Carr. “As a wealth advisor, for example, you might be great to work with, but you’re ending relationships before they even start. It doesn’t matter how good your services are if your first impression stinks.”

By being profiled in Equity, Carr said businesses will clarify their value proposition, from how they treat their employees to their processes for choosing investments and giving guidance.

In turn, he says the individuals, institutions and businesses that peruse the magazine-style stories will get “actionable insight.”

Equity was founded by former journalists, young entrepreneurs and financial experts. Although it’s based in Maine’s largest city, its founders said they seek a nationwide footprint and aren’t ruling out international coverage.

“In the financial world, this boiled-cabbage-and-potatoes approach to standing out—or not standing out—is everywhere,” said Carr. “Simply saying you’re better than the competition might have worked in a pre-recession world, before the housing market crashed and before the lackluster markets of the past decades, but these days such an approach is just … well, who wants it?”

As part of being featured, firms may be considered for PR and marketing contracts with TrueLine, which has growing business in this area.

Other content marketing platforms owned by TrueLine include Vanguard, for legal executives; Toggle, for technology leaders; Vision, for entrepreneurs in all industries; and Blueprint, for construction and building innovators. There are more publications, but the above mentioned are the most read.

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Erica Berry
since: 10/2013
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TrueLine Publishing
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Equity Financial Magazine by TrueLine Publishing