When Snap goes on the road next year to market its initial public offering, it will be touting more than its popular virtual messaging service.

Evan Spiegel, the company's 26-year-old founder, is expected to figure prominently in conversations with investors during the marketing process, known as a roadshow, according to people familiar with the matter. Snap's IPO bankers and executives are planning to portray Spiegel as a visionary who knows how to create products for his coveted millennial peer group, the people said.