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.”