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headshot of Jamie Price, Advisor Group President and CEO

Industry Spotlight > Broker Dealers

Advisor Group Has a New Name

By Janet Levaux

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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.

Related: Riskalyze Changes Its Name

“As we went through the brand and naming process, we decided to go with a brand that could be uniquely ours,” said Greg Cornick, president of Advice and Wealth Management, in a statement.

“The mission and promise underlying Osaic is that we will leverage our scale, resources, and expertise to help our financial professionals reach their full potential,” Cornick said.

Osaic currently serves more than 11,000 financial professionals through eight main entities: American Portfolios, FSC Securities Corp., Infinex Investments, Royal Alliance Associates, SagePoint Financial, Securities America, Triad Advisors and Woodbury Financial Services.

The firm is owned by Reverence Capital Partners, which acquired a 75% stake in 2019.

Pictured: Osaic President and CEO Jamie Price

Janet Levaux

@Think_JanetL

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