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Financial Planning > Behavioral Finance

Edelman, Financial Engines Rebrand Retail Presence

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Edelman Financial Services and robo-advisor Financial Engines, which merged in the third quarter, have rebranded their retail presence as Edelman Financial Engines.

The retail entity serves more than 83,000 families across 180 locations nationwide.

Financial Engines remains the brand in the company’s “workplace business where it is the category leader,” the firm stated Tuesday, serving more than 1 million clients through 770 of America’s largest employers.

“The merger of Edelman Financial and Financial Engines provides us a unique opportunity to unite two strong organizations and bring client experiences under one recognizable brand,” said Jason Van de Loo, senior vice president, product and marketing of Edelman Financial Engines, in the Tuesday announcement .

“The new name symbolizes our company’s transformation to become the dominant provider of independent financial planning and investment management for American families.”

Edelman’s acquisition of Financial Engines was announced April 30 and became effective in late July.

Private equity firm Hellman & Friedman, which owns a majority interest in Edelman, handled the deal. As part of the transaction, Financial Engines has been combined with Edelman Financial Services, and its common stock ceased trading on the Nasdaq Stock Market as of July 19.

Under the terms of the transaction, Financial Engines stockholders are entitled to receive $45 per share in cash.

Sandler O’Neill & Partners L.P. acted as financial advisor to Financial Engines, and Wachtell, Lipton, Rosen & Katz provided legal counsel to Financial Engines.

— Check out Ric Edelman: Retirement Crisis Is 14 Years Away on ThinkAdvisor.


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