Sigma Financial Owner Has a New Name

A Designer discussing ideas in office.

Ann Arbor, Michigan-based SPS Family has changed its brand name to Axtella, while separately announcing that financial services industry veteran Rob Engle joined the firm as chief revenue officer.

Axtella is the parent company of broker-dealers Sigma Financial and Parkland Securities and registered investment advisor Sigma Planning Corp. The 40-year-old company serves a network of over 700 financial professionals.

The rebranding, announced Oct. 2 at the organization’s annual Vision Conference, in Austin, Texas, followed three other recent brand name changes by financial services firms: Riskalyze becoming Nitrogen in May, Advisor Group becoming Osaic in June and CI Financial’s U.S. wealth business, CI Private Wealth, becoming Corient in August.

The inspiration for the new brand name comes from root words stellar, nexus and constellation that it said in the announcement “resonate with the organization’s core values” and reflects its “commitment, community spirit, authenticity, inspiring greatness, and a dedication to humanizing the wealth management experience.”

Axtella offers a comprehensive succession planning program, along with an onboarding support program called LaunchPad.

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