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Advisor Group Rebrands

Advisor Group, an independent wealth management firm, announced that it has changed its name and rebranded as Osaic.

As The DI Wire previously reported in April 2023, the firm announced it was moving its multi-brand network to a single, rebranded entity. This included the rebranding and transition of its eight firms into one.

Osaic says that the company chose a new name and brand platform that “reflects the firm’s heritage and history while also demonstrating the firm’s commitment to the next generation of financial professional and investor.”

“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,” said Jamie Price, president and chief executive officer, Osaic. “It’s the perfect confluence of everything we are today and everything we plan to become in the future. 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.”

Osaic says the simplified business structure will reduce complexity through a unified platform, technology stack, procedures and support model.

Starting this fall, the company says each of the current wealth management firms previously under Advisor Group will transition into Osaic over the next 18 to 24 months.

Osaic Inc. is a portfolio company of Reverence Capital Partners, and is one of the nation’s largest providers of wealth management solutions, supporting over 11,000 financial professionals.

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