Advisor Group is Now Osaic

Advisor Group announced that it has changed its name to Osaic and will combine its eight independent broker-dealers under the new name.

By Dorothy Hinchcliff

Advisor Group announced today that it has changed its name to Osaic and will combine its eight independent broker-dealers under the new name.

One of the largest independent broker-dealer groups in the country, Advisor Group said April 26 that it was unifying its firms under one name to reduce complexity for financial professionals and position them to take full advantage of the scale the company can offer. The eight firms are American Portfolios, FSC Securities, Infinex Investments, Royal Alliance Associates, SagePoint Financial, Securities America, Triad Advisors and Woodbury Financial Services. More than 11,000 financial professionals are affiliated with them.

“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,” said Jamie Price, Osaic’s president and CEO. “It’s the perfect confluence of everything we are today and everything we plan to become in the future.”

In a livestream on the announcement, Greg Cornick, Osaic’s president of advice and wealth management, said the company decided to go with a name that would differentiate the firm and resonate with next-gen advisors.

Jen Roche, Osaic’s EVP of marketing and communications, said the company did hundreds of interviews before making a decision. The name “Osaic” consistently ranked in the top three names among the brand working team.

Starting this fall, each of the current wealth management firms previously under Advisor Group will transition into Osaic. The individual firms will unify under the new brand in phases over the next 18 to 24 months.

Six key benefits

Osaic says its advisors will benefit from:

  • Acquisition, succession and business continuity planning. It will be a more seamless experience with no repapering.
  • Enriched peer-to-peer sharing, conversations and networking without artificial barriers.
  • An improved experience with unified service and support teams.
  • Innovative technology solutions delivered through a common tech stack unencumbered by legacy systems.
  • Streamlined operations that result in more efficient procedures.
  • Consistent, best-in-class regulatory and compliance policies.

Osaic is owned by private-equity firm Reverence Capital Partners. For more information, visit www.osaic.com.

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