Advisor Group to Rebrand into a Single Entity

Advisor Group, an independent wealth management firm, announced it is moving its multi-brand network to a single, rebranded entity.

The firm says it will unify the eight wealth management firms currently part of the Advisor Group network into one to reduce complexity for financial professionals and position them “to take full advantage of the scale Advisor Group offers.”

Later this year, Advisor Group says it will announce a new name and brand for the unified firm. Each of the eight wealth management firms in the Advisor Group network will roll into the new brand, one at a time, over the next 18 to 24 months.

“Combining our multiple firms under a single brand will allow us to better serve our financial professionals by offering them access to the full breadth of community and expertise our scale provides without the complexities that multiple legal entities can impose” said Jamie Price, president and chief executive officer of Advisor Group. “Our current business model has been successful to date, but as the industry landscape continues to evolve, simultaneously maintaining a series of divergent brands no longer supports a best-in-class experience for our financial professionals or their clients.”

Advisor Group serves more than 11,000 independent financial professionals across eight separate firms including American Portfolios, FSC Securities, Infinex Investments, Royal Alliance Associates, SagePoint Financial, Securities America, Triad Advisors and Woodbury Financial Services.

“This is not a repapering event. Because the firms are already part of Advisor Group, we can significantly simplify the financial professional and client transitions by eliminating the complexities that occur in a normal transition,” said Price. “Moving into one firm is about making it easier for our financial professionals to conduct business and giving them more value through their connection to each other and to our home office. Our goal is to facilitate the most seamless transition possible that will ultimately benefit their businesses.”

Advisor Group also reported that further details about its new brand will be announced in May at its upcoming NXT Conference.

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