Managing director David Child says the technology firm is currently working with brand consultants, Uffindell, to undertake a complete rebrand of the business. He says it forms part of the company’s future strategy and growth plans.
The new name is expected to be unveiled in the summer, subject to consultation and legal planning.
Child says: “Our business plan has always been focused on delivering results to our users. Since the acquisition by LDC in August 2009, we are keen to move forward from a series of separate, linked ‘identities’, to a more cohesive partnership.”
He adds: “We are very excited about the prospect of this new identity and will of course remain committed to consistently providing our customers with the market leading technology they have come to expect. Ultimately, the new identity will allow us to focus our future investment on just one ‘brand’ and evidence the integrity and breadth of our offering to all of our advisers in a clear and professional way.”
In August last year, LDC bought a majority stake in 1st-The Exchange in a £115m deal. The private equity arm of Lloyds Banking Group invested £42m for a majority stake in the firm.