BDO Investment Management has renamed itself Broadstone Pensions & Investments, in a move it hopes will improve the public’s perceptions of financial services.

After asking clients, staff and other external stakeholders what they thought of hundreds of different names, the London-based independent pensions and investments advisor chose Broadstone because clients linked it to trust, dependability and reliability, the firm said.

The rebranding comes after Oakley Capital Private Equity bought an 84.4 per cent stake in BDO in November 2010 and appointed David Pitman as chief executive.

“This is more than a change of name. Our research shows that there is a need for more clarity, transparency, and trust in financial services,” said Pitman. “Broadstone’s goal is to deliver expertise with absolute clarity, helping to re-build faith in financial services.”

Broadstone provides financial planning and investment services to private clients as well as advice to businesses on their pensions and benefit schemes.