Openwork has rebranded as part of growth plans it hopes will propel it the top spot of advice networks in the UK.
Now called the Openwork Partnership the network includes 680 firms with more than 4,200 advisers managing in excess of £20bn in client funds.
The company said the rebrand "signalled a new chapter" and would see further expansion of the network as part of growth plans.
Openwork Partnership said it aimed to become "the leading network ranked on better outcomes for more clients, by reputation and by growth across the business".
Philip Howell, chief executive of The Openwork Partnership, said: "We are bound together by our unique shareholding structure, and by our common goals and values.
"As we enter an exciting new chapter intent on becoming the first choice for practices, advisers and clients seeking a truly personal service, it is entirely fitting to present ourselves to the market under The Openwork Partnership banner."
Last year Openwork said it was looking to hire employees hit by coronavirus cutbacks in the wider financial services industry and preparing for a recruitment push in the coming months with a particular focus on its academy.
It called on those affected by job cuts across the financial services industry to look to the advice sector for retraining and employment opportunities.
Claire Oldstein, chief marketing officer of The Openwork Partnership, said: "We want everyone who works with us and interacts with us to feel that the brand is personal to them.
"The reaction from our advisers and colleagues has been really encouraging and we look forward to the next chapter of our story."
In October last year the advice network also launched a training programme for university graduates as it warned of a "bleak" jobs market for young people.
As part of an initial 12-month fixed-term contract graduate trainees will work with advisers within the company, with a specific focus on the latest customer relationship management system being rolled out to firms across the network.
rachel.mortimer@ft.com
