Decade 

Lexicon created the name Decade for the AI-powered wealth management platform formerly known as Frontier, founded by former Nubank executives Vitor Olivier and Felipe Meneses.

Problem

The financial services industry has a language problem. Its vocabulary is either coldly institutional, like Morgan Stanley and Goldman Sachs, or breathlessly urgent, promising speed and instant results. Neither speaks to the deeper truth of wealth creation: that it unfolds slowly, deliberately, across time.

Frontier was building something different. Founded by Vitor Olivier, former CTO of Nubank, and Felipe Meneses, the company set out to democratize wealth management in Brazil by combining human advisors with proprietary AI. The goal was to give serious investors something the category had never offered: clarity, alignment, and a plan that stretches decades ahead. The name needed to reflect that ambition. 

Solution

Decade owns the intersection of time and achievement. In a category obsessed with speed, Decade makes the argument that real wealth isn’t built in quarters or market cycles, but across meaningful stretches of time. It speaks to the patience, discipline, and confidence that distinguish serious investors from speculators. It asserts that sophisticated investors don’t chase time. They compound it.

Decade also carries unusual phonetic weight for a financial name. The hard D consonants at open and close create a sense of decisiveness and structure. The K sound in the middle adds precision and sharpness. Together, they frame a word that feels solid without being too heavy. Confident without being aggressive. In a category plagued by skepticism and disillusionment, Decade offers something increasingly rare: the credibility of time itself.

Research with consumers validated the name across markets. Brazilian consumers described expecting a platform focused on long-term strategy and building solid wealth, something that inspires confidence and doesn’t change all the time. US consumers associated the name with eras, cultural shifts, personal growth milestones, reflection, and progress. 

Results

Decade launched on August 4, 2026, raising $85M in what was reported as Latin America’s largest seed round, backed by Greenoaks, Benchmark, and Diffusion. The company is building toward what it calls the Wealth Intelligence® category, the expertise of humans combined with the scale and power of AI for the most important financial decisions of a person’s life.