Advisor Group says it is now doing business as Osaic — with its rebranding going hand in hand with the firm's previously announced plans to unite its eight firms into one entity.
"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," Osaic President and CEO Jamie Price said in a statement.
In the fall, the eight firms will begin the 18- to 24-month process of joining one business structure that includes one central platform, technology stack, group of procedures and support model, the firm said Wednesday.
For its renaming campaign, Osaic worked with branding agency Sullivan & Company. The agency says its roster of clients in financial services includes AXA, Capital Group Private Client Services, BlackRock, Fidelity, Goldman Sachs, J.P. Morgan, MassMutual and Charles Schwab.
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