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Sanlam Wealth rebrands to Atomos

Sanlam Wealth rebrands to Atomos
 

Sanlam Wealth has rebranded to its new name Atomos.

The firm, which was bought from Sanlam by private equity firm Oaktree Capital Management, has gone live with its new name today (September 21).

The rebrand was announced earlier this year.

Atomos means “uncuttable” or “indivisible” in ancient Greek.

The company, which consists of an advice business and a discretionary fund manager, said it aims to be the UK’s first truly hybrid wealth manager, bringing together the benefits of face-to-face service with the convenience of digital tools.

Chief executive Jonathan Polin said: “In a fast-changing world, we understand that people want greater flexibility around how their money is managed. The various Covid lockdowns have not only changed the way people engage with their savings and investments, but they also supercharged their expectations too. 

“Atomos is here to exceed these expectations and enrich the lives of our clients well beyond wealth.”

The firm said it aims to deliver a “market-leading service and experience” and the new look and feel – which includes new typography, photography and a simpler tone of voice - is embodied in its new logo.

Polin added: “Our new brand is more than just an updated identity, it’s the start of an exciting new chapter. This whole project has focussed on the needs and expectations of our clients and has been grounded in their feedback, as well as insights from our industry and our colleagues.

“The response to our new name has been fantastic, and we look forward to building a modern and responsive business that makes the dreams and financial ambitions of our clients a reality.”

South Africa-based Sanlam Group sold its UK wealth arm to Oaktree for £140mn in September 2021 as part of its strategy to focus on its core African markets.

As part of Sanlam Group's divestment from the UK, it also sold its pensions business to Chesnara, a pensions and protection consolidator, for £39mn in 2021.

sonia.rach@ft.com

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