Registered investment advisor formerly known as Bleakley Financial Group, has rebranded as OnePoint BFG Wealth Partners.  

The Parsippany, NJ-based firm, which oversees about $12 billion in assets under management, comes nearly a year after RIA Rise Growth Partners made its debut strategic minority investment in Bleakley Financial Group. 

The decision to modify its name comes as the firm was seeking a “bold new chapter” for the firm, the company said. Conversations of a rebrand for the firm happened in about six months, a company spokesperson told Connect Money. 

Following the revamp, all operations will be conducted under the OnePoint BFG Wealth Partners branding. For legal purposes, the registered entity will remain as Bleakley Financial Group. 

Additionally, Bleakley Financial Group, which was founded in 1985 by Gary Bleakley, will remain in its filings, including its ADV Form 1, alongside its newly adopted name, a spokesperson said. 

For the firm’s reinvention, Bleakley Financial involved Ludwig Plus, a marketing firm, to assist with the rebranding. 

In February, Rise Growth Partners acquired a minority stake in Westborough, MA-based Grimes & Company, a family-owned wealth management firm, with approximately $5.7 billion in client assets. 

In May, Bleakley Financial ended its brokerage affiliation with broker/dealer LPL Financial and partnered with Purshe Kaplan Sterling Investments, as the firm was looking to move towards a “fee-based services” model for its financial advisors.  

However, the firm continues to use LPL Financial as its primary custodian. Bleakley also custodies with BNY’s Pershing, Charles Schwab, Goldman Sachs, and Fidelity’s National Financial Services.