The private client brokerage of JPMorgan’s Bear Stearns business is to be rebranded as of the start of next month in a move which will consign the name of the collapsed investment bank to history.

Bear Stearns Private Client Services, which was acquired through JP Morgan’s March 2008 acquisition of the Bear Stearns Companies, is the last to use the name of the defunct firm. JPMorgan had retained the name, branding the unit “Bear Stearns: a JP Morgan Company", but as of February the unit will be called JPMorgan Securities. It is understood that it will remain separate from JPMorgan Private Bank.

Rebranding aside, the outlook for the business would appear to be bright as over 70 financial advisors - the greatest amount ever in its history - were recruited last year. The unit also plans to open up to three new offices this year with Houston, the mid-Atlantic and Florida as likely locations, a spokesperson for JPMorgan told WealthBriefing.