The Challenge

Covariance, an independent subsidiary of TIAA-CREF, assembled a star-studded team of professionals with front-line institutional experience and built the infrastructure necessary to act as a true outsourced CIO. After it proved its endowment-style investment strategies would help sustain the long-term financial objectives of non-profits, it was ready to launch nationally. But it wanted to make sure its brand had as much power as its offering.