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Rebranding to Realta Wealth: How CoastalOne is Adapting to New Broader Horizons
By Tsani Gramatikova access_time 3 min read

CoastalOne, a top-tier wealth management firm, has evolved past its initial focus and rebranded to Realta Wealth.

The company has joined a notable trend in the wealth management industry, where several prominent companies have embraced rebranding to reflect their evolving business strategies and market positioning.  This wave includes Riskalyze adopting the name Nitrogen, Advisor Group evolving into Osaic, Sigma Financial transitioning to Axtella, and CI Financial’s U.S. wealth business reinventing itself as Corient. These changes represent a broader movement within the industry to modernise images, align with the dynamic financial landscape, differentiate in a competitive market, and connect with a new generation of tech-savvy clients, signalling a commitment to innovation and growth.

The transformation of a brand with 35 years of history was a carefully considered decision by CEO Kevin M. Keefe, who believes it’s the right step forward for CoastalOne. Keefe explained that after extensive research, Realta Wealth was chosen to reflect the firm’s dynamic evolution in an ever-changing industry. The rebrand signifies the firm’s adaptation to new trends like fee-based advisory services, alternative investments, and heightened service expectations. 

After months of research and deliberation, we knew Realta was the right name for us at the right time for our organization. We are a firm with a distinguished history that is aggressively evolving to meet the needs of an industry that continues to change at a rapid pace.

CEO Kevin M. Keefe, in a statement 

Realta, meaning “star” in Irish, is viewed by CEO Kevin Keefe as the North Star for guiding advisors and clients to financial success. The firm has also renamed its affiliated independent broker-dealer and RIA to Realta Equities and Realta Investment Advisors, aligning all entities with the new brand. 

Despite the new brand identity, which includes updated colours, logo, and website, Realta Wealth’s core remains the same, with Keefe at the helm and Orange Street Holdings retaining ownership.

Ryan Hanks, Chair of Orange Street, expressed optimism about the firm’s future under the Realta brand, citing a solid past year and anticipations of continued growth. The commitment to invest in people, systems, and relationships remains central, aiming to make Realta Wealth the preferred choice for independent advisors and their clients.

Realta Wealth’s strategic investment in the domain enhances its brand visibility, facilitating the smooth introduction and broader acceptance of the new brand identity.

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