Post-Rebrand, What Will a $2.5B AUM Boutique Launch Next?
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Friday, December 14, 2018

Post-Rebrand, What Will a $2.5B AUM Boutique Launch Next?

Watch for a freshly rebranded boutique to prep more active funds for launch in 2019.

Charly Travers
Motley Fool Asset Management
Portfolio Manager
"We are looking at domestic growth products," confirms Charly Travers, PM at Alexandria, Virginia-based Motley Fool Assets Management [profile].

This fall, the team at Motley Fool Funds (sister company to both the Motley Fool publishing company and the Motley Fool Wealth Management financial planning shop) rebranded the asset manager as Motley Fool Asset Management. After launching two ETFs this year (one passive ETF, tracking an index from the publishing team, and one active small cap growth ETF), MFAM offers five funds, plus SMAs for Motley Fool WM. The firm has six PMs and $2.5 billion in AUM.

The new brand is "a more accurate description" of what MFAM does, Travers says. An external ally built the new website,, and key allies like marketing agency SunStar Strategic and third-party distributor Harborside consulted with the MFAM team on the rebranding.

"We have a new-ish name," Bryan Hinmon, chief investment officer at MFAM, told investors last month via e-newsletter. "We now offer more than just mutual funds — and we aspire to be much more than another mutual fund company."

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