Focus Financial Partners Inc., an interdependent network of wealth management, business management, and related financial services firms, today introduced a refreshed corporate brand and a new brand architecture for its advisory hubs under the name Focus Partners.
The rebrand will enable Focus to go to market with a refreshed, stronger, and more cohesive brand identity consistent with the company’s evolved strategy and vision. As part of this rebrand, the firm launched a redesigned website and logo that modernizes the company’s signature gemstone design.
As a leader in the fiduciary advice space, Focus has been building a platform of leading firms since its founding in 2004. Over the past year, the company evolved its strategy, enabling wealth management, business management, and related financial services firms to join “hubs”. The benefits of the hub strategy include developing greater capabilities for clients and advisors, accelerating growth, promoting succession planning, and operating at scale. As of today, 14 firms have joined the company’s five hubs.
“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,” said Michael Nathanson, CEO of Focus Financial Partners. “When people see or hear the name Focus Partners, that is the experience we want evoked. Our redesigned logo is also intended to reinforce that association. Its colors reflect the many colors historically used by our partner firms, and its structure represents the collective energy and capabilities that Focus offers through its ecosystem of interdependent fiduciary advice teams. In essence, our new brand architecture reflects the power of many in service of others.”
Effective immediately, the “hubs” will operate as business lines under the Focus Partners name:
- The Colony Group, Buckingham Strategic Wealth, and the firms that joined with them will operate under the name Focus Partners Wealth.
- Buckingham Strategic Partners, Buckingham’s turnkey asset management platform (TAMP), 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.
“Our industry is experiencing rapid change that requires all of us to raise the standards under which we support advisors and clients. To do this, we need a scaled infrastructure and expansive solutions and resources to allow us to continue providing the differentiated client service for which Focus’ firms are known,” said Adam Birenbaum, CEO of Focus Partners Wealth. “Now with a unifying brand to match an increasingly unified and integrated wealth business, we’re confident that we have the foundation in place for us to accomplish even more. I’m beyond honored to be leading the Focus Partners Wealth team on this next phase of our journey and excited for everything we’ll be able to achieve together.”
