Brooks Macdonald has launched what it called a new “group masterbrand”. This will bring together all of its subsidiary businesses under one brand.

All of the group’s core divisions - Asset Management, Financial Consulting, Funds, Retirement Services and International - will from today be unified under one single Brooks Macdonald brand.

Only the Group’s specialist fund team at North Row Capital and its property management business, Braemar Estates, will maintain their own identities to reflect their specialist fields.

Up until now, the firm has operated as an integrated wealth manager working with the intermediary market. By switching its business focus firmly onto investment management services, Brooks Macdonald aims to be a preferred investment manager for professional advisers.

The business was founded in 1991 by Chris Macdonald, Jonathan Gumpel, Richard Spencer and Martin Mullany, with a fee-based wealth management model during an era of commission-focused financial services.

The group has grown from a single office in Mayfair, with just 41 employees in 2006, to having 12 offices across the UK and the Channel Islands, with 470 staff and funds under management in excess of £7.82 billion as at 31 December 2015.

Chris Macdonald, chief executive of Brooks Macdonald, said: “There has been a huge amount of change since the business was founded, both in the industry and within our firm. But over that time we are proud to have consistently delivered for our clients, both in terms of investment performance and excellent service.

“By pulling our subsidiary businesses closer together, today’s brand relaunch not only simplifies the Group’s branding message but also emphasises our ability and commitment to delivering the best investment solutions for our clients.”

In 2005, Brooks Macdonald floated on AIM with a market cap of £14m, which has grown to over £240m today. The company reported that it works with over 900 professional intermediaries, including 17 strategic alliances, and operates in the UK and internationally, across Europe, South Africa, the Middle East and the Far East.

• Like this story? Sign up below for our daily newsletter