Diversified funds management and financial advice firm Atlantic Pacific Securities is rebranding to ASR Wealth Advisers.

The rebranding from APSEC to ASR Wealth Advisers (ASRW) aims to better align with the Australian Stock Report brand which is also housed within the Amalgamated Australian Investment Group.

The rebrand follows significant growth in recent months for the company, with ASRW seeing a surge in demand for its corporate advisory and research services.

The group said it strives to build an integrated and diversified offering, with the rebrand driving synergy across operations.

“We see this rebranding as a major opportunity to consolidate our operations and leverage more from the significant brand awareness that the Australian Stock Report offers,” AAIG chief executive Anthony D’Paul said.

“This consolidation process will help us in our next phase of growth and provide an even better client service experience.”

Complementing the rebrand, ASRW has launched a newly redesigned website and will soon relocate to larger offices at 333 George Street, Sydney.

APSEC Funds Management was established in 2012. Earlier this year the Atlantic Pacific Australian Equity Fund was awarded a five-star rating from Morningstar.