Advisor Group Has a New Name

Advisor Group says it is now doing business as Osaic. The rebranding is 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.

“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.”