March 4, 2024


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The eight wealth managers in the Advisor Group network will merge into one over the next two years.

American Portfolios, FSC Securities, Infinex Investments, Royal Alliance Associates, SagePoint Financial, Securities America, Triad Advisors and Woodbury Financial Services to merge under a new brand name to be announced later this year, based in Phoenix The Advisory Panel will be announced on April 26. The official statement is as follows Months of speculation about a potential merger majority stake in the company Private equity investor Reverence Capital Partners And has more than 11,000 financial advisors in its network.

“Combining our multiple businesses under one brand will allow us to better serve our financial professionals and enable They have access to the broad community and expertise our scale provides without facing the complexities that multiple legal entities can impose,” stated. “Our current business model has been successful to date, but as the industry landscape continues to evolve, maintaining a range of different brands simultaneously no longer supports delivering a best-in-class experience for our financial professionals or their clients.”

According to the company, clients with accounts held directly on the company’s platform will be able to transfer their assets to the new entity without signing any paperwork. Those with third-party money managers will have to follow transfer procedures, though the company has pledged to work with these outside firms to ensure a smooth transition.

“For the financial professionals in the Advisor Group network, this will significantly enhance our experience at the firm,” Debra Brennan-Tagg, president of Dallas-based BFS Advisory Group and chair of Advisor Group’s National Advisory Council, said in a statement. statement. “Having companies focus on our growth and our experience will make it easier for us to work with them to realize and take advantage of all the benefits Advisor Group has the potential to offer.”

The company has hired New York-based brand agency Sullivan NYC to advise on the rebranding of the combined entity and plans to unveil more details about the integration at next month’s NXT conference in Louisville, Kentucky. The brokerages will be merged into the new entity one at a time, with the first wave planned for a year and a half later.

“This is not a re-report,” Price said. “Because these firms are already part of Advisor Group, we can significantly simplify the transition for financial professionals and clients by removing the complexities that arise during the normal transition. Entering a firm is about making it easier for our financial professionals to do business and give They get even more value from being connected to each other and to our home office. Our aim is to facilitate as seamless a transition as possible, ultimately benefiting their business.”