Laird Norton, Wetherby to bring all offices under new streamlined brand

The move combines wealth management and investment advisory under one name.

In the increasingly competitive world of wealth management and investment advisory services, having a strong brand is key.

To that end, Laird Norton Wealth Management and Wetherby Asset Management are uniting all of their offices – Seattle, San Francisco, New York, Los Angeles, Philadelphia, and Sioux Falls, South Dakota – under one single brand, Laird Norton Wetherby, or simply LNW.

Kristen Bauer, LNW’s CEO, says that the new brand reflects the firm’s aim to be a true partner to its clients, who were an important part of creating it.

“They told us that expertise is table stakes – and ours is world class – and they wanted the firm to represent a strategic partnership, people who understood their bigger picture, and would be active advocates for their ambitions. As we grew, we knew we had all the tools to create something that truly stood out,” Bauer said.

The firm has more than $14 billion AUM and is both a registered investment advisor and trust company and is owned by active employees as well as a majority ownership by The Laird Norton Company, one of the longest-sustained family enterprises in the United States.

LNW combines the wealth management pedigree of Laird Norton with the investment advisory expertise of Wetherby, along with Filament, which was formed to offer family office and investment advisory services to families with significant wealth. The three firms have merged since the start of this decade and have around 100 years of combined industry presence.