In Focus: Profitable advice business  

Sanlam Wealth rebrands to 'atomos' in diversity push

Sanlam Wealth rebrands to 'atomos' in diversity push
Image from Sanlam Wealth representing the new branding

Sanlam Wealth has rebranded to the Ancient Greek name 'Atomos' in an effort to better represent what it has called its "strong internal culture of collaboration, inclusivity and diverse perspectives".

Sanlam Wealth is the business acquired from Sanlam UK by funds managed by Oaktree Capital Management.

The company appointed brand agency MadeBrave to head up the rebrand, which also included a new "brand proposition" and visual identity as well as a new name.

The proposition includes a new digital platform which will offer clients their own "financial hub", holding all their financial information in one place.

The new brand is set to launch officially later this year. 

In the announcement, Sanlam Wealth said: "The name, meaning 'indivisible' in ancient Greek, was chosen to represent a strong internal culture of collaboration, inclusivity and diverse perspectives.

"It also suggests harmony between history, heritage and forward-thinking progress. For clients, this signifies the benefits of Atomos’ personalised digital approach to wealth management."

The business has its sights set on becoming a leading digitally-enabled, hybrid wealth business in the UK.

Its aim is to offer the best of both worlds, which it said were client service, and giving clients “complete control of their financial world” through advice-led wealth management.

“We are delighted to announce our new name, which we feel truly reflects the business we are," said Sanlam Wealth's chief executive officer, Jonathan Polin.

"The opportunity to forge a new identity and set clear aspirations for our culture and client service is the first vital step which differentiates us from an industry that has become homogenised.

“Atomos will offer clients a service that is bold and forward-looking, while maintaining the personalised bedrock that wealth management is built on”.

In February, Sanlam Wealth announced new appointments to its executive committee, including Polin. Others were head of investments, Haig Bathgate, chief operating officer Niral Parekh, and chief commercial officer, Christopher Kraft.

ruby.hinchliffe@ft.com