{"id":20539,"date":"2023-08-04T19:49:41","date_gmt":"2023-08-04T19:49:41","guid":{"rendered":"https:\/\/www.thinkadvisor.com\/2023\/08\/04\/cis-private-wealth-unit-has-a-new-name\/"},"modified":"2023-08-04T19:49:41","modified_gmt":"2023-08-04T19:49:41","slug":"cis-private-wealth-unit-has-a-new-name","status":"publish","type":"post","link":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/2023\/08\/04\/cis-private-wealth-unit-has-a-new-name\/","title":{"rendered":"CI&#8217;s Private Wealth Unit Has a New Name"},"content":{"rendered":"<div class=\"media_block\"><a href=\"https:\/\/feeds.feedblitz.com\/-\/765195434\/0\/thinkadvisor\/\"><img decoding=\"async\" src=\"https:\/\/images.thinkadvisor.com\/contrib\/content\/uploads\/sites\/415\/2021\/12\/Future_Prediction_Outlook_Adobe_640x640.jpg\" class=\"media_thumbnail\"><\/a><\/div>\n<div><img decoding=\"async\" src=\"https:\/\/images.thinkadvisor.com\/contrib\/content\/uploads\/sites\/415\/2021\/12\/Future_Prediction_Outlook_Adobe_640x640.jpg\" class=\"ff-og-image-inserted\"><\/div>\n<div class=\"the-advisor bullet-summary\">\n<h3>What You Need to Know<\/h3>\n<ul>\n<li>CI Private Wealth changed its U.S. brand name to Corient, derived from client oriented.<\/li>\n<li>The change received a positive reaction from some members of the financial services industry. <\/li>\n<li>CI&#8217;s rebranding followed the recent name change of Riskalyze to Nitrogen and Advisor Group to Osaic.<\/li>\n<\/ul>\n<\/div>\n<p id=\"first-para\">Corient, the new brand name of CI Private Wealth, is being greeted with an initially positive reaction from some members of the financial services industry.<\/p>\n<p>The wealth advisory firm\u2019s new name was derived from \u201cclient oriented\u201d and \u201cexpresses the firm\u2019s commitment to providing its clients with an unparalleled wealth management experience,\u201d the Miami-based subsidiary of Toronto-based CI Financial Group, said in announcing the rebranding on Tuesday.<\/p>\n<p>Corient now serves as the brand for all CI Private Wealth offices, the company said, noting it \u201cdiscontinued co-branding with its legacy firm names, effective immediately.\u201d<\/p>\n<p>The move, it said, \u201creflects the ongoing integration of Corient\u2019s predecessor companies into one cohesive\u201d registered investment advisor firm.<\/p>\n<p>CI\u2019s rebranding followed the recent name change of <a href=\"https:\/\/www.thinkadvisor.com\/2023\/05\/09\/riskalyze-changes-its-name\/\" target=\"_blank\" rel=\"noopener\">Riskalyze to Nitrogen<\/a> and <a href=\"https:\/\/www.thinkadvisor.com\/2023\/06\/22\/advisor-groups-new-name-gets-mixed-reviews\/\" target=\"_blank\" rel=\"noopener\">Advisor Group to Osaic<\/a>.<\/p>\n<h2>Industry Reaction<\/h2>\n<p>In the case of CI, \u201cthe timing for a rebrand does seem logical, given the unification of the various entities\u201d at the firm, according to Rob Farmer, managing director and head of communications at The Rudin Group.<\/p>\n<p>\u201cAlso, there is less risk of unwinding the brand equity of CI in the U.S. given its short tenure here,\u201d Farmer told ThinkAdvisor on Friday. \u201cThe new name will probably take hold soon enough. I do still chuckle at these \u2018multi-step\u2019 processes branding agencies come up with to put two words together to form one new word.\u201d<\/p>\n<p>\u201cI appreciate the creativity behind shortening \u2018client oriented\u2019 to Corient,\u201d said Kelly Waltrich, co-founder and CEO of&nbsp;Intention.ly, a consultancy firm for financial services and fintech companies.<\/p>\n<p>\u201cI think that lends itself nicely to a brand story built around client centricity,\u201d Waltrich told ThinkAdvisor on Friday. \u201cMore than that, I appreciate the thoughtful connectivity between the name and the streamlining of the brands across the firm among all the other changes they have underway.\u201d<\/p>\n<p>She added: \u201cThe best rebrands are the lipstick on much larger internal transformations, and it feels like that\u2019s what\u2019s happening here.\u201d<\/p>\n<p>Offering a different but still positive take on the brand change, Timothy Welsh, founder and president of consulting firm Nexus Strategy, told ThinkAdvisor on Friday: \u201cThis isn\u2019t so much of a good or bad decision. Rather it was a \u2018have to\u2019 decision.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What You Need to Know CI Private Wealth changed its U.S. brand name to Corient, derived from client oriented. The change received a positive reaction from some members of the financial services industry. CI&#8217;s&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":20540,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[],"tags":[1],"jetpack_featured_media_url":"https:\/\/blog.lifeinsurance-orleans.ca\/wp-content\/uploads\/2023\/08\/cis-private-wealth-unit-has-a-new-name.jpg","_links":{"self":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts\/20539"}],"collection":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/comments?post=20539"}],"version-history":[{"count":0,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/posts\/20539\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/media\/20540"}],"wp:attachment":[{"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/media?parent=20539"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/categories?post=20539"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.lifeinsurance-orleans.ca\/index.php\/wp-json\/wp\/v2\/tags?post=20539"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}