NEW YORK–Focus Financial Partners Inc., a prominent network of wealth management, business management, and related financial service firms, has announced a significant corporate rebrand. The company will now be known as Focus Partners, signaling a refined brand architecture for its advisory hubs.
This strategic rebranding initiative is designed to create a more unified and impactful brand identity that aligns with Focus Financial Partners’ evolving strategy and long-term vision. As part of this transformation, Focus Partners has launched a redesigned website and a modernized logo, maintaining the company’s signature gemstone design while giving it a contemporary refresh.
Since its inception in 2004, Focus Financial Partners has established itself as a leader in fiduciary advice, building a robust platform of leading financial firms. Over the past year, the company has strategically shifted towards a “hub” model. This evolution allows wealth management, business management, and related financial services firms to integrate into these hubs, fostering enhanced capabilities for both clients and advisors. The hub strategy is aimed at accelerating growth, facilitating effective succession planning, and leveraging operational scale. To date, 14 firms have joined Focus Partners’ five established hubs.
Michael Nathanson, CEO of Focus Financial Partners, emphasized the client-centric approach driving this rebrand. “Our primary objective is for our clients to perceive Focus Partners as a company specifically designed to meet their needs. Simultaneously, we want our advisors to feel empowered, equipped with resources and capabilities typically associated with the world’s largest institutions,” Nathanson stated. “The name Focus Partners and our redesigned logo are intended to evoke precisely that experience. The logo’s diverse colors symbolize the historical diversity of our partner firms, while its structure represents the collective strength and capabilities that Focus Partners delivers through its interdependent network of fiduciary advice teams. Essentially, our new brand architecture embodies the power of unity in serving others.”
Effective immediately, the “hubs” will operate as distinct business lines under the unified Focus Partners brand name, creating a clearer brand architecture:
- Focus Partners Wealth: This division encompasses The Colony Group, Buckingham Strategic Wealth, and their associated firms, concentrating on comprehensive wealth management services.
- Focus Partners Advisor Solutions: Formerly Buckingham Strategic Partners, this segment represents Focus Partners’ turnkey asset management platform (TAMP), providing advanced solutions for advisors.
- Kovitz, a Focus Partners Firm: Kovitz Investment Group will retain its name with the clarification as “a Focus Partners Firm,” highlighting its integration within the broader network.
- SCS Financial, Focus Partners Family Office and OCIO: SCS Financial will operate as “SCS Financial, Focus Partners Family Office and OCIO,” specializing in family office services and Outsourced Chief Investment Officer (OCIO) solutions.
- Gelfand, Rennert & Feldman, Focus Partners Business Management: Gelfand, Rennert & Feldman will be known as “Gelfand, Rennert & Feldman, Focus Partners Business Management,” focusing on specialized business management services.
- Cardinal Point, Focus Partners Canada: Cardinal Point will be rebranded as “Cardinal Point, Focus Partners Canada,” representing Focus Partners’ Canadian operations.
Adam Birenbaum, CEO of Focus Partners Wealth, highlighted the industry-wide changes necessitating this strategic move. “The financial industry is undergoing rapid transformation, demanding higher standards in how we support both advisors and clients. Achieving this requires a scaled infrastructure and a broad spectrum of solutions and resources to maintain the exceptional client service that Focus’ firms are known for,” Birenbaum explained. “With a cohesive brand now mirroring our increasingly unified and integrated wealth business, we are confident in the strong foundation we have built to achieve even greater success. I am honored to lead the Focus Partners Wealth team into this exciting new chapter and enthusiastic about our collective potential.”
To explore the refreshed brand and learn more about Focus Partners, please visit: www.focuspartners.com. To experience the new branding and website firsthand, visit www.focusfinancialpartners.com.
About Focus Financial Partners
Focus Financial Partners is an interdependent network of leading wealth management, business management, and related financial services firms. Driven by a client-first philosophy and fueled by the combined expertise of its advisors and professionals, Focus Partners is committed to evolving the wealth and business management landscape. Through innovative solutions, robust capital support, and deep industry knowledge, Focus empowers its firms to reach their business objectives, ultimately enhancing service delivery to their clients and advisors. For further information on Focus Financial Partners and its transformative approach, please visit www.focusfinancialpartners.com or connect with the company on LinkedIn.
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