Brand Naming 
Services For RIA Firms
Crafting the Perfect Name
For Your RIA Firm
A great name is more than a creative idea—it’s a strategic asset. At Advisor Guidance, we help investment managers and financial advisors name—or rename—their firms with clarity, purpose, and long-term value.
Our process goes beyond creativity. We take a strategic, research-driven approach to uncover what makes your firm distinct, then develop naming options that reflect your identity and resonate with the clients you’re built to serve.
Every name we recommend is thoroughly vetted for availability and risk. We partner with experienced Intellectual Property attorneys to conduct trademark searches and ensure your chosen name is legally sound, protectable, and built to last.
“Every great brand begins with a name—a story distilled into a few powerful words that spark clarity and connection.”
How We Help You Find the Perfect Firm Name
Choosing a firm name that reflects your brand, connects with your audience, and checks all the legal boxes can be complex and time-consuming. Our proprietary naming process helps you find the perfect name while allowing you to focus on running your business.
Brand Discovery & Story Development
We learn your vision, audience, and market to build a name on strategy.
Name Generation & Ideation
We craft a batch of distinctive names that compliment your brand, then refine.
Legal & Trademark Screening
The shortlist of names undergo a preliminary trademark screening.
Domain & Digital Availability Search
Domain name and social handles are vetted for availability.
Internal Stakeholder Alignment
We host a stakeholder a session to ensure your team is aligned with the name.
Final Documentation & Rollout
Final Naming Package –We deliver your name with steps for trademark protection and launch.
Branding Your RIA Firm: Why It Matters Now More Than Ever
Frequently Asked Questions:
Naming Your RIA Firm
How long does your firm naming process take?
On average, our brand naming process takes 4 to 8 weeks. This timeframe covers discovery and strategy sessions, creative development of name options, validation and preliminary trademark research, and rounds of refinement based on your feedback. For many businesses, this is enough time to arrive at a strong, strategically aligned name.
However, more complex projects — such as those involving multiple stakeholders, international considerations, comprehensive trademark research, or the need to explore multiple naming directions — can extend over several months. We recommend building in enough time to ensure the process is thorough, legally sound, and results in a name that will stand the test of time.
How much does your firm naming process cost?
Our baseline naming process starts at $2,500. This includes a full naming strategy and the delivery of 20–30 carefully vetted name options for your consideration. Pricing may vary depending on the project’s scope, complexity, and the number of revisions required. After learning about your firm’s needs and goals, we will provide a customized quote to ensure the process is clearly defined. More extensive projects that may require exploring multiple naming directions, or detailed trademark research may increase the overall cost.
How many names will you provide as part of your baseline naming project?
Our baseline naming projects include 20–30 carefully crafted and vetted name options. Depending on the complexity of the project, the number of stakeholders involved, or the need to explore multiple directions, this number can increase to ensure we provide a robust set of strong, strategically aligned options.
What types of names will you present as part of the naming process?
We present strategically crafted names that align with your brand’s identity, values, and target audience. Each name is carefully vetted for creativity, memorability, and relevance. Depending on the project, the options may include descriptive, evocative, invented, or compound names, and we provide a rationale for each to explain how it supports your brand strategy.
Will you help my firm trademark our firm name?
Yes. While we do not provide trademark registration services directly, we work closely with a trusted intellectual property attorney who can assist with the trademarking process. We guide you through the steps and ensure a smooth handoff so your firm can secure legal protection for your new name.
Do you help us secure a domain name for our firm as part of our naming project?
Yes! As part of the naming process, we’ll help you identify and secure a domain name that fits your new firm name and brand. While the domain is an asset your firm will purchase and own, we guide you through every step to make sure you get the right one without any hassle.
What makes a great name?
A great firm name is memorable, unique, and reflects what your firm stands for. It should resonate with your clients, stand out from the competition, and be flexible enough to grow with your business. A strong name is also legally available and easy to pair with a domain you can own.
Can I use my last name as my firm’s name?
Yes, you can use your last name, and many firms do. A personal name can build trust and credibility, but it’s important to consider distinctiveness, trademark availability, and how well it represents your brand. You should also think about future growth, especially if you plan to expand the firm or add partners, so the name can work long-term. We can help you evaluate whether using your last name is the best fit and explore other naming options if needed.
Are You Ready to Build Your Brand?
Whether you need a fresh logo, polished collateral, or a full website redesign, we’ll create a brand identity that inspires confidence. Let’s elevate your business together.
