Another name enters the lexicon of the wealth management sector as part of a corporate makeover.

A word coming from the ancient Persian word for “star” has been chosen by the staff of Appleby Fiduciary Business as it rebrands under the new moniker of Estera, following a management buyout last year.

Estera delivers customised fiduciary and administration services to clients such as corporations, private companies, high net worth individuals and investment funds. 
 
The business continues to be led by chief executive Farah Ballands, supported by the existing management team, it said in a statement. The MBO last year saw the firm break away from the Appleby Group. 

“Our rebrand presents a significant opportunity to build on the strong reputation we have already achieved across our established jurisdictions. The growth plans for our business will focus on the alignment of our people, clients and jurisdictions to provide a standard of service that sets us apart,” Ballands said.

Asked why staff chose the name, a spokesperson said “We felt it was a perfect reflection of our business. Our people are the stars; we have the brightest minds cutting through the complexity, providing quality solutions aligned to our clients’ requirements, wherever in the world they may be.”

Estera’s history goes back by more than 25 years, operating in a variety of regions worldwide.

Among other rebrands in the same sector, Ogier Fiduciary Services rebranded as Elian after an MBO in the summer of 2014.