First Tennessee Bank is renaming its wealth management business in a bid to boost the profile of what it sees as a growing part of the group.

First Tennessee's wealth management business is now called FTB Advisors. It will offer advisory services, investments, brokerage, insurance, trust services and financial planning.

Overall, the bank’s wealth management unit has $23 billion in assets under administration. Within this it has a registered investment advisor arm, First Tennessee Advisory Services.

"Helping people build wealth has been a key part of our business, and the new brand makes that clear," said David Popwell, president of banking.

The launch of FTB Advisors includes an advertising campaign, signs on prominent buildings and a new website.

First Tennessee is a subsidiary of the bank holding company First Horizon National Corp and offers traditional banking services as well as wealth management. Memphis-headquartered FHNC also has a capital markets subsidiary, FTN Financial, which specializes in fixed income sales and trading for institutional customers in the US and abroad.