Waltham, Mass.-based Integrated Financial Partners, a hybrid registered investment advisor and office of supervisory jurisdiction of LPL Financial, colloquially known as IFP, is rebranding to Integrated Partners, President and founder Paul Saganey announced Monday at the firm’s annual conference in Mashantucket, Conn.
The move is designed to avoid confusion with Tampa, Fla.-based Independent Financial Partners, another LPL OSJ that is launching its own broker/dealer.
“We do recognize that when people start to hear our organization as "IFP," it’s causing a problem,” Saganey said.
Integrated Partners will act as the holding company, while the firm’s other companies will sit underneath it. That includes Integrated Family Office; Integrated Business Alliance; Integrated Professional Partners; and Integrated Financial Partners, the RIA, formerly Integrated Wealth Concepts.
The firm’s regional advisory firms will be allowed to keep the IFP name and logo, if they prefer. The RIA, after all, is retaining the name. Advisors operating under a "doing business as," or DBA, can add “an Integrated partner” to their business cards, if they so choose.
Integrated currently has 129 advisors across 37 offices and $5.6 billion in client assets. It added $900 million in client assets last year, and it’s on pace to double that asset growth by June of this year.
Independent Financial Partners, the other IFP, announced last week that it has partnered with technology provider AdvisorEngine, as it continues to build out its tech stack. The Financial Industry Regulatory Authority gave the firm the green light to launch its own independent broker/dealer in February.