AJ Bell is to rebrand its Sippcentre platform as AJ Bell Investcentre in April.
Speaking at the AJ Bell investment conference last week, chief executive Andy Bell said the move will help strengthen the link with the parent company’s brand and recognised the fact the platform had moved beyond from just offering Sipp investments.
Bell said: “Exclusivity to Sipp is something we are comfortable in dropping. It is not the snappiest name, but it links into the AJ Bell brand.”
The company has run the platform under the name Sippcentre since 2002 and has around £12.7bn assets under administration.
Hart Greaves partner Paul Greaves says: “I am not sure large parts of the general public have heard of AJ Bell as such, but it makes the platform easier to explain for non-pension investments.”
Last month AJ Bell appointed Les Platts as non-executive chairman following Jim Martin’s decision to retire from the role.
Martin had been in the role for almost seven years and will officially step down in December.