The Los Angeles-based firm, which was founded in 1969, has been through another name change.

NWF Advisory Group, which calls itself a hybrid RIA with about $8 billion in assets under administration, has rebranded as Artisan Capital Partners.

The Los Angeles-based firm is “big enough to know, small enough to care,” according to its press release today. 

Artisan, whose president and CEO is Shehab Mohammad, specializes in financial, retirement, education and insurance planning. It operates an open architecture platform, giving advisors access to numerous third-party products, investment vehicles and policies.

The origins of the business date to 1969 when Artisan was launched as under the name of AFP (Associates in Financial Planning) Group. It rebranded in 2002 as NWF (New World Financial), led by chairman Michael Curry. Shehab took the reins as president and CEO of NWF in 2007. 

Artisan – a fiduciary that combines the capabilities of an RIA and broker-dealer – comprises around 100 independent advisors as of year-end 2024.