The Why Behind The New Zoe Logo

Zoe means “life” in Greek. It’s a name we chose because we wanted to be at the center of a person’s financial life—helping them make smarter decisions, build confidence, and ultimately grow and protect their wealth.

From day one, that’s been our mission. But like all great journeys, Zoe has evolved.

In the early days, we were focused on building a communication platform—something modern that allowed clients to connect with financial professionals. It made sense at the time, and so did our first logo: a chat bubble.

But over the years, our platform has grown far beyond simple connections. Today, Zoe empowers both clients and advisors through innovative technology and an experience rooted in trust, transparency, and results.

After recently closing our Series B, we reflected on how far we’ve come—and how far we still want to go. That reflection sparked something: it was time for our brand to better represent who we are now, and the value we strive to create.

So, we reimagined our logo.

Inspired by Greek mythology—true to our name—we looked to the Thyrsus, the staff carried by Dionysus, the god of vitality and prosperity. At its tip? A pine cone, a symbol of abundance, growth, and potential.

Our mission is still the same: To grow and protect our clients' wealth.

But this new mark reflects a broader truth: that what we’re building is about more than financial planning or investment tools. It’s about enabling better outcomes. It’s about long-term prosperity. It’s about life.

So yes, our logo changed.

But what hasn’t changed is our mission: To help clients grow and protect their wealth—and to empower the advisors who make it possible.

— The Zoe Team