Toronto-based DundeeWealth Inc. will rebrand itself as HollisWealth on November 1, the Bank of Nova Scotia (TSX:BNS) announced on Wednesday.
The name HollisWealth stems from the bank’s historic head office on Hollis Street in Halifax. The bank subsidiary will employ over 900 independent financial advisors.
“As a brand, HollisWealth embraces the existing independent and entrepreneurial spirit of our DundeeWealth advisors,” said Tuula Jalasjaa, managing director and head of DundeeWealth retail advisor network, in a statement, “while acknowledging the stability that comes from being associated with one of Canada’s top banks.”
Scotia acquired DundeeWealth in February 2011.
The new name will only affect Dundee’s retail advisory network and will not be reflected in its subsidiary Dynamic Funds or Dynamic’s investment management firm GCIC Ltd.