Guardian Financial Planning changes name and logo
Asteron-owned dealer group Guardian Financial Planning has changed its name to Guardian Advice as part of a broader rebrand, and will reposition itself as a risk-focused boutique, the group has announced.
The new name, colour palette and logo followed a strategic review of Guardian's brand, and were launched after the group marked its 10th birthday this month.
Executive manager Simon Harris said the dealer group currently had a 150-strong financial adviser network, and is planning to expand that number to around 200 advisers over the next three years.
Speaking at the launch of the new image, Harris acknowledged the upcoming regulatory change as well as adviser anxiety associated with it.
"Many advisers are feeling the pressures associated with change," Harris said. "However, it is important to ensure that we don't get bogged down in the negative aspects of the changing regulatory environment, or the perilous state of the global economy."
The rebrand also came following Guardian's launch of free statements of advice to its advisers, the Guardian Business Academy and other tools, which Harris said reaffirmed the group's focus on risk advice businesses targeting growth.
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