Sippcentre, the adviser-led investment platform from AJ Bell, has changed its name to ‘AJ Bell Investcentre’ as of 25 October.
The platform has been trading under the Sippcentre brand since it was launched back in 2002.
Billy Mackay, AJ Bell’s marketing director, explained that the decision was taken for two main reasons. “Firstly, we had received feedback from advisers and customers who felt that our old name implied a niche offering based solely around Sipps. In reality, our platform is much more than that and the risk is that some would still see us as being just a pension provider.
“Secondly, we felt that there needed to be a clearer, more explicit connection between Sippcentre and the wider AJ Bell brand.”
The move also comes with development of a new AJ Bell Investcentre website, with greater functionality, a new ‘customer area’ to improve user experience.
Mr Mackay added: “As well as the new website, we have introduced a live cash feed to our funds and shares service, upgraded our entire back office system, and will also be launching enhancements to our platform tools.”