Radnor, Pa.-based eMoney Advisor has rebranded and relaunched its digital marketing solution, according to the company.

This week, eMoney announced that Advisor Branded Marketing (ABM) had been reborn as Bamboo, a digital platform that assists advisors in acquiring, retaining and engaging clients and prospects.

“Over the past 12 months, we have made significant investments in the software and launched new features to enable more automation for advisors in executing their marketing efforts,” said Valerie Rivera, eMoney’s senior product marketing manager, in released comments. “This rebranding is the next step in eMoney’s journey toward providing a comprehensive marketing solution that uses financial planning data to deliver personalized marketing content and insights to efficiently engage and grow an advisor’s book of business. The name ABM no longer fit our vision. We wanted something fresh to signify growth.”

ABM was originally launched in 2012, and over the years grew to be used by more than 4,000 financial professionals, according to eMoney.

In the re-launch, Bamboo will encompass features including:

• A marketing dashboard integrated with the eMoney platform.
• Automated campaign workflows to schedule and launch content campaigns to digital channels in a few clicks.
• Targeted, multichannel campaigns that alleviate the need to source or create content.
• Turn-key collateral and marketing resources to assist with client onboarding.
• Over 2,000 pieces of content, with new content added weekly.
• Marketing analytics to help advisors track campaign effectiveness and performance.

The company said it chose the name “Bamboo” because the bamboo plant is strong, flexible and fast-growing, and can be cultivated around the world with minimal effort—a metaphor for its ambitions for the rebranded platform.