FS Investments, the $86 billion global alternative asset manager, has announced a major rebranding initiative, unveiling a new name—Future Standard—to reflect its evolving identity and strategic integration with Portfolio Advisors. The rebrand unites both firms under a single banner, underscoring a renewed focus on innovation, performance, and investor access to the underrepresented U.S. middle market. 

“Future Standard reflects what has always been at our core—a relentless drive to serve clients by uncovering differentiated opportunities that drive performance,” said Michael Forman, CEO. “Our expertise and access enable us to deliver the attractive returns our clients seek by uncovering opportunities others overlook.” 

With a stronghold in the U.S. middle market, Future Standard targets a segment vital to economic output but often inaccessible to most investors. The middle market—comprising over 200,000 companies generating between $10 million and $1 billion in annual revenue—remains largely private, making access difficult without the right platform and relationships. 

“In today’s crowded market, standing out demands clarity, conviction and a commitment to challenging convention,” added Stephen Tisdalle, CMO. “Future Standard reflects how we help optimize our clients’ portfolios with unique and untapped opportunities.” 

The rebranding also honors FS Investments’ legacy of innovation and product leadership, including the launch of the first private business development company (BDC) and the largest non-traded credit REIT.