Meet Cosaic, the New Name for ChartIQ and Finsemble

Charlottesville, VA-based charting and smart desktop integration platform vendor ChartIQ has rebranded as Cosaic (www.cosaic.io), in a move designed to better represent the company’s separate business lines under a unified corporate brand.

The vendor will retain the ChartIQ and Finsemble brands for its charting and smart desktop product lines, respectively, beneath the new corporate brand. Their logos will be updated to match the new branding.

Cosaic CEO Dan Schleifer, says the company recognized the importance of retaining the brands, each of which achieved substantial brand recognition. However, the perception of each sometimes hampered the company’s efforts to grow the other business. So, for any client that only knows one side of the vendor’s business, Schleifer says, the change represents “an opportunity to reintroduce ourselves and demonstrate how we can support their strategic vision.”

This could include ChartIQ’s tools on a standalone basis, such as for a client looking to offer mobile charting applications to customers, or in both pre- and post-trade analytics. At the same time, clients are increasingly using Finsemble to serve a range of needs, from back-office functions to supporting call centers and operations teams, where market data and charting are not required.

“There is a significant amount of overlap, but there is also a significant number of use cases where Finsemble and ChartIQ are being used on a standalone basis,” Schleifer says.

Initially, the vendor will maintain separate development teams for each business line. However, it will encourage greater collaboration between them under the overall leadership of recently appointed chief product officer Eugene Sorenson, and will provide services via a single interface to create a “unified” client experience. By the same philosophy, Cosaic will take a unified approach to sales so that whether clients subscribe to one service or both, they will deal with the same salesperson, the same pre-sales engineer, relationship management, and support staff.

“Our salespeople have presented both products in the past, but there was some client confusion about Finsemble coming from a charting company, so the name change is designed to address that,” Schleifer says. “And as founder of the company, I’ve been frustrated that it’s difficult to tell the whole story of what we do with the name ChartIQ. That made sense when we were just a charting company, but that hasn’t been the case for three years now.”

Schleifer started the rebranding process in December, and enlisted branding agency Tanj to assist with the rebrand. The vendor is now creating new marketing materials that reflect the rebrand and will spend the second half of this year communicating the benefits of the change to prospective and existing clients.