Walnut Creek, CA-based Advisor Partners, an investment management technology firm, has rebranded as Concentric Innovation.  

Advisor Partners, manages about $13 billion in total assets and provides direct indexing and customized portfolio management solutions to RIAs, family offices, and institutional investors.  

The rebranding, which occurred on June 20, comes after more than 25 years under its former brand name, as the firm was seeking a” renewed focus” toward innovation to adequately provide portfolio management services. 

Since the firm’s inception in 2001, Advisor Partners has provided tax-optimized investment strategies, which have been backed by proprietary technology.  

Under the Advisor Partners brand, the firm also has an investment platform, dubbed VEGA, which allows for financial advisors and institutions to manage portfolios with “automated trading, dynamically tax-optimize, focus on strategic growth, and deepen client relationships,” the firm said. 

Following the rebranding, the firm’s registration with the U.S. Securities and Exchange Commission will continue to remain under Advisor Partners II and will operate under Concentric Innovation, the firm said. 

“The financial services industry has reached an inflection point where tailored investment solutions and sophisticated technology must work in seamless harmony,” Ralph Studley, chief revenue officer at Concentric Innovation, said. “Rebranding as Concentric represents far more than a name change – it signifies our evolution into blending advanced direct indexing with integrated portfolio management and execution technology.” 

In 2022, Pathstone, an independent advisory firm, acquired Advisor Partners, as the firm was aiming to expand its tax optimization and automation services to its clientele.