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RIAs are merging then making up names like Exencial, Syntal, Aspiriant and Private Ocean but experts question the practice

Creating names solves a multitude of problems but may also create a bigger one in a high touch industry

Author Kelly O'Mara May 9, 2012 at 4:36 PM
no description available
John Burns: We knew we weren't qualified to get this figured out.

John Burns

Joe Anthony

Joe Anthony

May 9, 2012 — 9:15 PM

RIA firms are either identified institutionally or they are known in assocation with the names of their top executives. In other words, firms become synonymous with their founder if they don’t have an institutionalized perception. With publicity and social media accessible on a cost-effective basis, RIA firms today have a better chance at institutionalizing the perception of the firm behind any brand name than they did ten years ago. My take is that the actual name of the firm doesn’t matter as much as the investment firms make in their client service and marketing to back up that name.

Elmer Rich III

Elmer Rich III

May 10, 2012 — 12:25 AM

We do a lot of M&A. It’s tough but what is the alternative? Transitions have to occur.

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