Advisor Group has announced its intention to rebrand as part of a push by the private equity-owned network of independent broker-dealers towards an initial public offering.
According to multiple sources, the rebrand will exhibit a more unified front, with the group's name likely becoming "One Advisor Group." Jen Roche, executive vice president of marketing and communication at Advisor Group, confirmed that nothing had been finalized; however, Advisor Group is committed to exploring the rebrand.
Ahead of the rebrand, Advisor Group already has begun to prepare itself to better compete, according to AdvisorHub. Advisor Group CEO Jamie Price considers the group's main market competitors to be LPL Financial Holdings, Ameriprise Financial Inc., and Raymond James Financial Inc. in the independent space.
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