Focus Financial Partners is introducing a new brand architecture to coincide with its recently established “hub” strategy under the name “Focus Partners.”
CEO Michael Nathanson said in a statement that the approach will enable Focus to go to market with a “refreshed, stronger and more cohesive brand identity." As part of the rebrand, the firm launched a redesigned website and logo that modernizes the company’s longstanding gemstone design.
Over the past year, the company evolved its strategy to allow affiliated firms to join “hubs.” The benefits of the hub strategy, according to Nathanson, include developing greater capabilities for clients and advisors, accelerating growth, promoting succession planning and operating at significant scale.
“Our goal is for our clients to experience us as a company built just for them and for our advisors to experience the empowerment of being equipped with the capabilities and resources typically offered only by the largest institutions in the world,” Nathanson added.
As of early January, 14 firms have joined the company’s six hubs. Effective immediately, the following “hubs” will operate as business lines under the Focus Partners name:
- The recently merged Colony Group and Buckingham Strategic Wealth, and firms that have joined with them, will operate under the name Focus Partners Wealth.
- Buckingham Strategic Partners, Buckingham’s turnkey asset management platform, will be known as Focus Partners Advisor Solutions.
- Kovitz Investment Group will be known as Kovitz, a Focus Partners Firm.
- SCS Financial will be known as SCS Financial, Focus Partners Family Office and OCIO.
- Gelfand, Rennert & Feldman will be known as Gelfand, Rennert & Feldman, Focus Partners Business Management.
- Cardinal Point will be known as Cardinal Point, Focus Partners Canada.
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