Forget the Independent Advisor Alliance. It’s now Visionary Square

Some 13 years after its founding, hybrid RIA the Independent Advisor Alliance has rebranded, becoming Visionary Square.

The organization, which supports over 250 advisors and over 140 advisor firms in the U.S., announced the change at the Exchange ETF conference in Las Vegas. “We just really wanted to be a little bit more clear on who we are,” Visionary Square CEO Robert Russo told InvestmentNews. “We work with advisors, they are all visionaries – the square is where people meet.”

In addition to the name change, Visionary Square also has a new logo. Founded by Russo in 2013, the group now supervises over $23 billion in assets. “13 years on, we created something to match who we are,” he said, adding that there are no changes in the organization’s ownership structure.

During the second quarter, Visionary Square will also be rolling out information on new offerings, according to Russo.

Speaking at Exchange earlier this week, Visionary Square’s Chief Marketing Officer David Buzo said that advisors are prioritizing factors such as compliance, cost, and client user experience when it comes to harnessing ETFs.

“The great advisor is going to be ahead of what their clients are asking, and not ‘oh, I have never thought of that before’,” he told InvestmentNews.

Rebrandings are not uncommon in the advisory industry. Earlier this year, for example, SLK Private Wealth Management rebranded as Evolve Private Wealth. Last year RIA Miracle Mile Advisors became Composition Wealth and Cresset Partners adopted the name Peakline Partners.

In 2024 wealth manager Cardea rebranded to Fourcore Capital, while a year earlier, CI Private Wealth became Corient, and Advisor Group rebranded as Osaic.