Attend

Physicians dedicate their lives to others—but when it comes to their own finances, they’re left behind. Their career trajectory is unlike any other, with years of intense training and low pay followed by a sudden leap in earnings. Most financial services platforms weren’t designed for this reality, leaving many physicians feeling underserved.

Attend Health, an early-stage health tech startup incubated by AlleyCorp, set out to change that. Built by and for clinicians, Attend aimed to provide financial tools tailored to the unique challenges of medical professionals. Mutiny Branding was brought in to develop a compelling go-to-market brand, including the name, strategic narrative, and messaging—ensuring the brand resonated deeply with its audience.

The name Attend was born from the language of medicine—doctors “attend” to their patients, but now, they had a platform that attended to them. With a brand story and voice that spoke their language, Mutiny helped position Attend as a trusted financial ally.

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