The Reserve may still face flak from the SEC while winding its remaining money market funds, but Bruce Bent and his team are moving on with a new brand. The MFWire has learned that Reserve Management Corporation filed with the SEC, in April and in July, to change the name of the company to Double Rock Corporation.

For the full story on the the death of the Reserve and its Primary Fund, see MFWire's timeline.

Bent and other officials with Double Rock could not immediately be reached for comment.

Yet according to those filings, the executive team at Double Rock includes: Bent himself as chairman and CEO (same as the Reserve); Bruce Bent II as senior vice president, secretary and assistant treasurer; and Arthur Bent III as president and assistant treasurer, alongside other Reserve veterans. Double Rock itself operates out of Reserve's old location, 1250 Broadway in midtown Manhattan, and boasts four subsidiaries: Access Control Advantage, Intrasweep, Landing Rock Group and LIDs Capital. (LIDs stands for "liquid insured deposits.) And in March, before Reserve filed to switch names, a Double Rock subsidiary called Island Intellectual Property landed a patent for "FDIC-insured sweep technology." None of those subsidiaries appears to involve money market fund work.

The re-branding may not surprise many fundsters. After the Reserve's flagship money market fund, Reserve Primary, broke the buck in September 2008 in the wake of Lehman Brothers' collapse, the money funds specialists have faced attacks from broker-dealers, investors and the SEC. Since then, the Reserve has fought off lawsuits while liquidating its money market funds. 

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