FAQs & Timeline

A brand evolution is an exciting initiative that reimagines and elevates the existing Mariner brand.

We are updating and aligning three aspects of our brand:

• Structure: How we name our services.
• Position: How we talk about Mariner in the marketplace.
• Identity: How Mariner works and looks as a system.

Many elements of our brand will stay the same, as they signal our unity and drive our day-to-day work. This includes:

• Our Purpose: To positively impact the lives of many
• Our Core Values: Caring, Loyalty, Keeping Promises, Belonging, Excellence, Optimism and Abundance
• Our Organizational Pillars: Always-On Access to Excellence, Fast Intentional Growth, and Best-In-Class Experience and Culture.

This work is informed by months of competitive audits, vision-setting exercises, feedback and interviews with key stakeholders and leaders across our organization.

As a leading financial services firm, we are organizing our portfolio for growth. It is important to present our brand in a way that matches the energy, confidence and sophistication with which we conduct business.

• This improved structure, language and identity positions us for the future and helps us communicate our ambitions to clients, advisors, associates, the media and our communities.
• It differentiates us from the competition.
• It will help us attract advisors and clients that are right for us.

• We wanted to simplify our name and make it easier for us to talk about our organization.
• As a singular word, “Mariner” signals strength, leadership and ownership of our category.
• It is consistent with how our workforce describes us today and communicates to the world that we are a unified, connected force.
• It also allows for flexibility to evolve and expand as an organization built for the future.

We have changed the way we refer to certain divisions within our organization, which are as follows:

• Mariner Ultra — Formerly AdvicePeriod (W2)
• Mariner Independent — Formerly Mariner Advisor Network, Custom Portfolio Group (CPG)
• Mariner Institutional — Formerly Retirement Plan Solutions
• Mariner Workplace — Formerly Mariner Financial Wellness, Corporate Offerings

This brand evolution does not impact our organizational structure. 

Throughout the next year, you’ll see this brand evolution come to life across internal and external touchpoints —  from our presentations, sales collateral and daily use materials to business cards, screensavers and email signatures.

We will communicate the phases of this rollout in planned, methodical ways, guiding you every step of the way. There will not be a barrage of changes and action items that interrupt your work.

Your clients may notice new aspects of our visual identity: website imagery, logo, URL, etc.

Our brand story of growth, unification and empowerment belongs to all of us. This evolution brings us all a story and script to help you talk about Mariner to friends and family, in the marketplace, to the world.

Tactically, your email address will eventually change, as will Mariner’s URL. Forwarding services will make this a seamless transition for everyone impacted by the change. You might not even notice.

We’ll guide you every step of the way — just wait for instructions on everything that needs to happen. We know you have questions. Trust us to keep the answers simple.