Chartwell-Financial Management has changed its name to LIFT-Financial in order to distinguish itself from a host of other financial services businesses with similar names.
The new name, created with help from CosmicID, will be effective from Wednesday.
Executive chairman Michael Holden says the firm's name was changed to give it a unique brand identity.
"There are currently 37 different businesses listed on the FSA register with the name Chartwell - given our ambitions for the company that clearly needed to change so that we have our own identity."
The re-brand comes at the same time as the company gains corporate chartered status from the CII - the first firm to do so in 2010.
Holden says he hopes to recruit 10 chartered advisers by mid-2010 in an effort to "push the boundaries of professional standards" in the industry.
The recruitment drive follows a two-year expansion phase that has seen the newly-named company treble its staff numbers.
Over the last six months, the firm has enrolled 3,000 clients into pension schemes and LIFT-Financial now hopes its newly-acquired Chartered status will provide the springboard for further growth.
LIFT-Financial Ltd can trace its roots back to 1991, when Chartwell Financial Services Ltd was incorporated. Following an MBO of part of the original Chartwell business, Chartwell Financial Management Ltd was formed in 2007, changing its name to LIFT-Financial Ltd in 2010.
LIFT-Financial Ltd delivers corporate pension and benefit services as well as private client life and financial planning services. It is a wholly owned subsidiary of LIFT-Financial Group Ltd, a private company in which the directors have a majority interest. It counts Skandia Life's UK and International businesses amongst its clients.
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