Prime Financial Group has rebranded its business in line with its current expansion plans for its wealth management and accounting businesses.
"It is more reflective of us as a business now and all [the] sorts of services we are delivering to clients. It is also very reflective of our growth objectives," Prime Financial chief executive Simon Madder told InvestorDaily.
"We are actively in discussion with a number of parties in terms of both our wealth management and accounting operations. It seemed appropriate now to have a brand that reflected the integrated nature of what we do."
He said the group does have some new partners joining, the details of which will be released in due course.
"[Our growth] objectives are going great," Madder said.
"The industry is in an interesting inflection point at the moment, and that is creating opportunities for more independently orientated groups.
"We're seeing a lot of activity out there at the moment and I think people are starting to fit into two distinct, different camps - independent or institutional. It's creating a lot of opportunity for us."
In March, Prime Financial signalled its intention to expand its accounting and wealth-management businesses through acquisition and organic growth.
Expansion plans would focus on "suitable acquisitions and mergers" in areas of Australia where the company already had core operations, it said at the time.
