Frontier Advisors has dropped the Advisor part from its name, although it will continue to offer advice to its clients.
The Melbourne-based firm was launched in 1994 and had expanded from offering financial advice to an independent investment advisory business with $400 billion in funds under management.
Announcing the rebrand, the firm said: “Of course, we still offer advice to our clients but we now offer much more as well, whether that be assistance in identifying opportunities and broader business strategy matters or technology solutions to help inform decision-making and power internal teams analytical efforts”.
The firm had also designed a new logo which represented the F of an efficient frontier-shaped curve.
Chief executive, Andrew Polson, said: “We are more than advisers. We work alongside our clients to uncover opportunity, identify and manage risk, deliver efficiencies and develop technology. We are business partners”.
Last year, the firm hired hired five consultants in the areas of investment strategy, alternatives, government debt, technology and consulting. It then added John Dixon, non-executive director of AustralianSuper, to its board in February 2020.
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