The Dallas, TX-based investment management and research firm has also introduced a new logo. At a time when many financial representatives are contemplating a move away from traditional wirehouse firms "this move will have a high impact on our profile in the investment field," said Douglas Gill, co-founder and chief executive.

The firm said additional initiatives in support of the new brand, including a revamped website and a new suite of marketing materials, will be implemented over the coming months.

Its three subsidiaries, which also carried the SummitAlliance name, will now operate as Argentus Securities, Argentus Advisors and Argentus Capital Management.