Financial Express is rebranding as FE in an attempt to unify its different products and prepare for overseas growth.
Managing director Michael Holland says the firm is looking to move away from being perceived as simply a data company. “We add value to data with software such as Trustnet and Analytics, which are some of the most widely used tools in the industry,” he says.
All Financial Express products will feature the FE prefix.
Holland says the short name will create a more coherent brand structure and make the firm easier to market in non-English-speaking territories.
“This means we will be able to expand internationally in the autumn. We want to open offices in Australia, Germany, Austria and Switzerland.”
Holland says Financial Express will launch a new risk rating tool this summer.
He says: “In July, FE Risk Scores will give every investment, regardless of type, a risk rating against the FTSE 100 index to help people make good investment decisions.”
He adds that the purchase of stochastic modelling tool eValue in May has seen the business move further away from its origins as a provider of historic fund prices and analysis. “The rebrand is just catching up with reality,” he says.