Prime Capital Investment Advisors today announced a rebranding that is slated to impact many of its sub-brands.
The company will be changing its name to Prime Capital Financial in an effort to emphasize its capabilities outside of a traditional investment advisory firm, which includes services towards financial planning, financial wellness, retirement plan consulting, managed account services, tax planning, estate planning, and risk management, among others. The Prime Capital Financial brand will include Prime Capital Wealth, Prime Capital Retirement, and Prime Capital Wellness.
“These efforts are about our brands telling the story of who Prime Capital is, what our values are, and what we uniquely stand for as an independent financial services firm,” said Glenn Spencer, chief executive officer at Prime Capital Financial. “It’s very important that our brands outwardly tell the story of who we are.”
The company has also created a series of new visuals set to highlight each division it services, including a graphic that features a series of small lines to make up a forward-pointing arrow. According to a release announcing the rebrand, the lines reflect the firm’s clients, each who are on different paths in their financial journeys, while the forward-facing arrow depicts the company’s value on innovation.
“Collectively, our new names and our outward symbols tell the story of who we are and what we represent as a company,” said Scott Colangelo, chairman.
The firm underlines that its rebranding will not change the company’s mission, vision, or business objectives.
“In conjunction with the naming conventions described above, we spent considerable time designing the “brand mark” for our company moving forward,” said Terra McBride, chief marketing officer at the company. “It is equally important that our outward symbols tell the story of who we are and what we represent.”
As part of the name transition, the company will retire the Qualified Plan Advisors (QPA) and Prime Capital Wealth Management brands. QPA, a retirement plan consultant for 20 years, has provided services outside of consulting in financial wellness, participant education, and non-qualified retirement plans.
The company will also be creating a “Hall of Fame” tribute to memorialize its prior brands and any future brands the company retires, added Spencer. “In the future, as we retire acquired brands, they will all be recognized in this Hall, telling their history and story as an organization,” he stated. “This will celebrate and memorialize all the brands that are collectively represented by Prime Capital Financial forever in the future.”
The firm says it plans to transition over to its new brands over the course of the next 12 months, “in a manner that is orderly and efficient for all of its operating units and businesses.”
Amanda Umpierrez is the Managing Editor of 401(k) Specialist magazine. She is a financial services reporter with over six years of experience and a passion for telling stories and reporting news. Amanda received her degree in journalism and government and politics at St. John’s University. She is originally from Queens, New York, but now resides in Denver, Colorado with her partner. In her free time, Amanda enjoys running, cooking, and watching the latest drama show.