A company that started out selling employee benefits in New England is adopting a new brand to reflect its expanded service menu.

Sentinel Benefits Group Inc., Reading, Mass., has changed its name to Sentinel Financial Group L.L.C., according to John Carnevale, the firm’s president.

The firm, which opened for business about 20 years ago, continues to sell employee benefits and administration services, but it also sells retirement plans, wealth management services, investment services, and other services, the firm says.

Today, one-third of the 3,000 clients are individual investment clients, the firm estimates.