Tilney Smith & Williamson draws on its heritage and ‘single purpose’ to rebrand as Evelyn Partners

June 14, 2022

New branding has appeared at the Bristol office of national accountancy group Tilney Smith & Williamson to reflect its new name of Evelyn Partners.

The rebrand, announced in March, became live today with all branded collateral transferred and a new website. 

The group, which employs just under 200 people, including 37 partners and directors, in its Bristol office, said the new name reflected the fact that the business was now one firm with a single purpose which enabled it to offer a broader, integrated offering to all clients.

It also said the new name recognised the heritage of the combined businesses as it came from Evelyn Gardens – the 1893 London address of one of the founders of the business – combined with the word ‘partners’ which reflected one of the firm’s core values: partnership.

The group has assets under management worth £55.8bn, making it the second largest UK wealth manager measured by earnings and the sixth largest professional services firm ranked by fee income.

As well as Bristol, it has offices in 26 UK towns and cities, as well as the Republic of Ireland and the Channel Islands.

Evelyn Partners chief executive Chris Woodhouse, said: “Today marks a new chapter for the business, one that celebrates the integration of our heritage businesses and reflects that we are one firm united by our purpose – to place the power of good advice into more hands.

“I’d like to take this opportunity to thank all our staff, clients and intermediaries who’ve given their time to provide their thoughts on our brand and those who have assisted in its development and implementation.

“We look forward to upholding our high standards for client service under our new name and brand identity.”

Bristol managing partner Nigel Hardy, pictured with Amanda Browning, head of financial services at Evelyn Partners, added: “Having successfully co-located at our offices in Bristol last year, Tilney and Smith & Williamson have been working seamlessly together for some time. The new unified brand signifies that we are now one group.”

The group was formed in 2020 from the merger of investment and financial planning business Tilney and financial and professional services group Smith & Williamson, although the Smith & Williamson name continued to be used for client-facing purposes.

Founded in Glasgow in 1881, Smith & Williamson entered the Bristol market in 2005 through its merger with long-established West Country accountancy firm Solomon Hare.

The new Evelyn Partners branding was described by Tilney Smith & Williamson chief marketing officer Simonetta Rigo as “bold and fresh” in an interview in March with FT Adviser.

She said it would reflect the group’s purpose and ambition, rather than one which sounded “very corporate and would end up being abbreviated in a haphazard way”.

“Of course we always had the option of using Tilney Smith & Williamson as the ongoing brand. But we quickly recognised that it was too long and wouldn’t be optimal in the digital age,” she added.

“Both externally and internally it was variously being shortened to TSW, TS&W, Tilney S&W or just Tilney.”

Tilney Smith & Williamson’s online investment platform for DIY investors, Bestinvest, which recently re-launched as a hybrid digital service now offering free coaching and fixed price advice packages, has retained as a separate brand – Bestinvest by Evelyn Partners.

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