MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication
an InvestmentWires' Publication
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MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication |
|
Monday, March 22, 1999 Equitable to Launch AXA Advisors and Change Name Equitable (EQ) is becoming AXA Financial, Inc. The insurer is also planning a new brand to strengthen its relationship with financial advisors. The Equitable Companies Incorporated is the holding company for The Equitable Life Assurance Society, Donaldson, Lufkin & Jenrette, Inc. (DLJ), and Alliance Capital Management L.P. The names of those companies are not expected to change. Equitable will launch a new brand, AXA Advisors, in 1999 to represent its financial planning and advice capabilities, and its ability to deliver a broad array of products and services, Miller also revealed. "The new AXA Advisors brand will better position our representatives to carve a unique identity, expand their practices and meet the needs of clients," Miller explained. A company spokesperson declined to elaborate on any additional products that AXA Advisors might offer or how representatives might be re-structured to deliver services. "The name change enables us to create a more accurate perception in the marketplace of the broad-based financial services company we've become," explained Edward D. Miller, president and ceo of Equitable, in a prepared statement. "The Equitable name is already perceived as a world-class provider of insurance and annuity products. We will continue to take advantage of the value of the Equitable brand by offering these products under the Equitable Life name," Miller said. The Equitable Companies' name change is subject to shareholder approval at the May 19, 1999, annual meeting. The change is not expected to become effective until later this year. Printed from: MFWire.com/story.asp?s=24705 Copyright 1999, InvestmentWires, Inc. All Rights Reserved |