Chartwell Financial poised to rebrand as Lift-Financial

National wealth management firm Chartwell Financial is preparing to rebrand as Lift-Financial.

Chartwell Financial chief executive officer Joel Adams said the company was just awaiting regulatory approval, expected later today or tomorrow, before it would begin using the new name.

Underpinning the name change, he said, was a desire to boost the company’s identity and raise awareness of its services.

‘Previously, we’ve been described as “just another Chartwell”, said Adams. ’Given our ambitions for the company that clearly needs to change.’

He added: 'The name we chose had to be short, punchy and unique in our space. The domain names we needed had to be available, as did the company names. Ideally, the name would have some relevance to our business but this wasn't essential.'

Adams said the company had initially asked shareholders and key contacts for name ideas. One name, Invigor, was proposed but eventually rejected on the grounds that it might be mistaken for a stimulating male drug with similar letters.

The firm employed professional marketing and rebranding company CosmicID to assist and completed the process in record time.

'CosmicID were tasked with not just finding us a name that met our criteria, but starting to help us develop a true brand as well. Of course, all of this had to be done at some pace. Typically, a company would take six months or more to go through this process. We have nearly completed in less than six weeks,' said Adams.

The firm also received confirmation last Friday that it had achieved corporate chartered status from the Chartered Insurance Institute (CII).

'This is great news for us. There are not too many firms of our size who have achieved the chartered standard. The process for becoming a chartered firm has been made much more rigourous recently, so we are really pleased to have become the first new chartered firm in 2010,' said Adams.