Liberty Funds Distributor of Boston on July 17 will rename each of its more than 50 funds sold through advisors to include the Liberty name.
The move is part of the company's efforts to simplify its five fund family offerings for financial advisors and assert its identity as a single fund complex with multiple investment management styles.
"Each of our five fund families has specialized areas of expertise, such as tax-managed funds, international funds and bank loan funds," said Stephen Gibson, president and CEO of Liberty Funds Group, in a statement. "By linking them with the same name, we present a comprehensive yet simplified menu of investments, while leveraging the brand equity that exists in the Liberty name."
Until now, financial advisors have not sufficiently recognized the scope of Liberty's product line and its capabilities, according to the company.