To reflect what it calls a “bold vision for the future,” the Advisor Group, one of the nation's largest networks of independent wealth management firms, announced that it has changed its name and rebranded as Osaic.
This past April, the firm revealed that it planned to rebrand and transition its eight firms into one. After extensive research and thousands of interviews, the company chose a new name and brand platform that reflect the firm’s heritage and history while also demonstrating the firm’s commitment to the next generation of financial professional and investor, the announcement explains.
“We are excited to announce our new brand and believe it truly pulls together our culture, community, experience, and diversity of thought into one inspiring story,” notes Osaic President and CEO Jamie Price. “We developed the Osaic brand for the advisors we serve today and those we will serve tomorrow. It was also built with their end-clients in mind, because we know they are who matter most to our advisors, and when they thrive, we all thrive.”
By bringing all eight of its wealth management firms together under one brand, Osaic notes that it will be better positioned to serve its financial professionals by offering them access to the full breadth of capabilities and expertise that the firm’s growing scale provides. The simplified business structure will reduce complexity through a unified platform, technology stack, procedures and support model.
“As we went through the brand and naming process, we decided to go with a brand that could be uniquely ours. The mission and promise underlying Osaic is that we will leverage our scale, resources, and expertise to help our financial professionals reach their full potential, as business leaders and as partners to their clients,” said Greg Cornick, President, Advice and Wealth Management at Osaic.
Starting this fall, each of the current wealth management firms previously under Advisor Group will transition into Osaic. The firm notes that it has a well-crafted plan to ensure a smooth transition of financial professionals' businesses, without the need for repapering accounts. The individual firms will unify under the new brand in phases over the next 18-24 months.
Osaic supports over 11,000 financial professionals and is a portfolio company of Reverence Capital Partners.
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