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* Rockefeller & Co Inc to become Rockefeller Financial
* First name change for the 128-year-old firm
CHARLOTTE, N.C., March 1 (Reuters) - Rockefeller & Co Inc is renaming itself Rockefeller Financial, the New York-based wealth management firm said on Monday.
The legal name of the firm will remain Rockefeller & Co Inc, but its marketing and client-related communications will be rebranded Rockefeller Financial.
The trade name change is the first for the 128-year-old financial advisory firm. It was opened in 1882 by John D. Rockefeller as his personal wealth advisory firm.
Now Rockefeller has $25 billion in client assets under administration, serving wealth families, foundations and trusts.
Company executives were not immediately available for comment.
The new name more closely aligns the company with its holding company's official name: Rockefeller Financial Services.
The holding company is the parent of Rockefeller & Co Inc.
The firm now operates four primary divisions.
Rockefeller Wealth Advisers will oversee individual clients, while Rockefeller Asset Management works on equities and fixed-income portfolios.
Rockefeller Capital Partners will center on alternative investments, like hedge funds. Finally, RockIT will provide financial data and information to clients. (Reporting by Joe Rauch; Editing by Lisa Von Ahn)