In an effort to more effectively market its products, Brown Brothers Harriman said today that it has changed the name of its 59 Wall Street Funds to the BBH Funds.

The change, which was implemented late last month, affects 11 funds, including four equity funds and two fixed-income products.

Historically, Brown Brothers has used the products as a diversification tool for its current institutional clients. Now, the firm plans to market the products through wrap programs, no-transaction-fee programs at Fidelity Investments and Schwab and certain 401(k)s, said Timothy Connelly, who is in charge of fund distribution at the firm.

Four months ago, the firm assigned a sales force of three to promote the funds through intermediaries, he said.

"We had no marketing to speak of," Connelly said. "This is a progression of a number of things we’re doing to make the funds more broadly available in the marketplace."

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.