The team at a $573-billion-AUM (as of September 30), publicly traded, multinational asset manager is preparing to consolidate their U.S. branding, and that includes shifting away from two fund family names they acquired over the last 14 years.

Shawn K. Lytle Macquarie Group / Macquarie Asset Management / Delaware Funds Head of Americas / Head of Equities & Multi-Asset / President

Last month, the folks at Macquarie Asset Management [profile] revealed their plan to unify their U.S. wealth channel branding under the Macquarie name. That means dropping the Delaware Funds by Macquarie brand, the Ivy brand, and the Central Park Group brand.

The plan is for the transition to take 12 to 18 months. And the Macquarie AM team also revealed plans to optimize their mutual fund lineup, "consolidating products by reducing the number of funds managed in similar styles and liquidating sub-scale funds."

News of the product rebranding plan comes 14 years after Macquarie acquired Delaware Investments in early 2010 and seven years after Macquarie rebranded Delaware Investments to Macquarie Investment Management in 2017. The rebranding news also comes about three years after Macquarie AM bought Ivy Funds' parent, Waddell & Reed. 

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