Financial advice network, Openwork, has rebranded as The Openwork Partnership and launched a new website with enhanced functionality.

The website includes an interactive map enabling more clients to access support from the network, which comprises over 680 firms and more than 4,200 advisers looking after more than £20bn of clients’ money.

The Openwork Partnership revealed it is targeting to become the UK’s “leading advice network” as its rebrand focuses on putting clients at the heart of its business and working together to deliver its growth strategy.

Work on the change started more than a year ago and carried on throughout the COVID-19 pandemic, culminating with a presentation to more than 4,000 advisers and colleagues at a virtual conference.

The Openwork Partnership said the key drivers for the rebrand are the recognition that advice is personal, and that “everyone should be treated with empathy and as an individual”. The network suggested the name change emphasises that working together “enhances trust and delivers peace of mind”.

“The simple truth is that Openwork is a partnership with a proud heritage and comprised of over 680 professional practices,” commented The Openwork Partnership chief executive, Philip Howell.

“We are bound together by our unique shareholding structure, and by our common goals and values. As we enter an exciting new chapter intent on becoming the first choice for practices, advisers and clients seeking a truly personal service, it is entirely fitting to present ourselves to the market under The Openwork Partnership banner.”

Chief marketing officer, Claire Oldstein, added: “Working together has been the defining part of our approach to the rebrand. We want everyone who works with us and interacts with us to feel that the brand is personal to them. The reaction from our advisers and colleagues has been really encouraging and we look forward to the next chapter of our story.

“Advisers and firms across the network have welcomed the new brand and the renewed focus on partnership and working together to deliver the new strategy.”

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