The past 12 months have been busy for the firm, including four M&A transactions under its CEO who took up the helm in January 2019.

US national wealth management house Hightower has had an image makeover, launching a fresh brand image and tagline for the business.

Over six months, more than 40 Hightower employees, advisors and stakeholders examined ideas on how to draw from the firm’s history and envision its future to come up with a brand change.

The rebrand comes after a series of major changes: Hightower chief executive Bob Oros took up his role a year ago, overseeing a number of merger and acquisition deals, including Green Square Wealth Management ($2.6 billion in assets under administration), LourdMurray ($4.8 billion AuA), Lexington Wealth Management ($1 billion AuA) and Schultz Collins ($1 billion AuA). As of December 31, 2019, Hightower’s assets under administration stood at around $87.4 billion and its assets under management were $57.4 billion. The company grew by 9.6 per cent organically in 2019, up from an 8 per cent rise in 2018.

The firm said its brand image and tagline “showcases the firm’s commitment to holistic financial wellness for clients and to the community of advisors that serves them”.