Bath-based Chartered Financial Planner Fidelius has rebranded while revealing ambitious expansion plans.

The firm attracted significant investment from Swedish wealth manager Sӧderberg & Partners last year.

Fidelius says it plans to double assets under management by 2029 and is on track to become a top 20 IFA by size within the next few years.

The firm unveiled a new logo, website, brand colours and language including a new slogan: "Make it happen" (see picture).

Fidelius said the slogan represented: “a proactive approach and a focus on togetherness, acting as a call to action. It shows that Fidelius can help clients achieve their dreams.”

It said it plans to target organic and inorganic growth through acquisition, referrals and technology.

Ian Fowler, chief executive, said: "We decided it was time to update our branding because the business has really turned a corner recently and we wanted to better represent who we have become.

“As we refresh our brand identity, we will be retaining the Fidelius name, and we remain proud of our history of helping people achieve their financial goals. Our updated branding allows us to step into our next chapter as we look to help our clients build the lives they want with confidence."

Even before the Sӧderberg investment, Fidelius, which launched in 1998, had been on the expansion trail.

In 2020 it acquired two Financial Planning businesses from Pacific Asset Management (PAM) in a swap deal. PAM’s Financial Planning firms Chartered Financial Management and Zen Wealth LLP became part of the Fidelius Group.

In 2021 International wealth manager deVere Group set up a “strategic partnership” with Fidelius to serve expats returning to the UK. A new brand called Fidelius deVere was launched to provide bespoke Financial Planning to returning expat clients.

In November 2022 Fidelius moved into new headquarters at a landmark office building at No 1, Bath Quays, Bath.

Duncan McKillop, director of corporate development said: "Our aim is to bring Financial Planning to as wide a demographic as possible."

Fidelius Group has £1.75bn under advice and 158 employees based at its offices in Bath, Chelmsford, Cheltenham, Mansfield and London.