The company formerly known as The Equitable Cos. is renaming its sales force and moving it towards a fee-based structure in hopes that investors will associate the company with mutual funds and other products rather than just insurance products.

AXA Financial, as The Equitable Cos. is now called, is renaming its captive sales force AXA Advisors, LLC. Previously, the sales force had operated under The Equitable Life Assurance Society of the United States, a subsidiary of The Equitable Cos. All new hires will become fee-based financial planners, while current brokers will have the option to collect commissions or fees, according to Barbara Wilkoc, spokesperson for AXA Financial, which is based in New York.

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