Call it a smart business move with a bit of divine intervention. The financial services arm of the Southern Baptist Convention of Nashville, Tenn., has rebranded its operation, including its $8.5 billion mutual fund complex, under the GuideStone Financial Resources moniker and is reaching out to serve the financial needs of a broader audience of Christian evangelical colleges, schools, hospitals, churches and other organizations.

As such, the fund family is now called the GuideStone Funds. It was formerly known as the AB Funds, named after the organization's previous title of the Annuity Board of the Southern Baptist Convention. The 88-year-old organization was founded in 1918 after World War I in order to provide religiously based assistance to retired Southern Baptist pastors and widows in financial need. The group provides retirement plans, life, health and disability insurance, as well as investment programs and mutual funds. The Southern Baptist Convention, the affinity group itself, was founded in 1845 and now counts 16 million members across 42,000 churches in the U.S.

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