Prime Capital Rebrands Qualified Plan Advisers Division

Prime Capital Financial is the new name of the former Prime Capital Investment Advisors, as the company seeks to broaden its public-facing mission beyond advisement, the firm announced Thursday.

As part of the rebranding, the firm is also renaming its sub-brands, including Prime Capital Retirement (formerly Qualified Plan Advisors). The former QPA, formed 20 years ago, has been a recognizable player in the retirement plan advisement space, with multiple PLANADVISER Top Retirement Plan Advisers and Adviser of the Year finalists and winners.

It has also, as the announcement states, been providing services beyond qualified plan consulting, including nonqualified advisement, participant education services and financial wellness.

More broadly, Prime Capital Financial will reflect the parent organization’s work across financial planning, managed account services, tax planning, estate planning, risk management and other financial services. The other two sub-brands of the firm are Prime Capital Wealth and Prime Capital Wellness; overall, the firm oversees $24 billion in assets including workplace retirement plan and individual client assets.

“Collectively, our new names and our outward symbols tell the story of who we are and what we represent as a company,” said Prime Capital Financial Chairman Scott Colangelo in a statement.

The rebranding includes a new logo for the parent company and brands, with a collection of small arrows that “make up a greater-than symbol and a forward arrow” with numerous meanings, including that the people at the firm are “a single team of uniquely talented professionals” and “innovation, a hallmark of the firm since its founding.”

Prime Capital has been one of the early movers in aggregating retirement plan, wealth management and other employee benefit services—with part of the rebranding also seeking to unify its acquisitions along the way, according to the announcement.

“This rebranding is a tremendous opportunity for our company to ‘retell’ its story, values, culture, and mission,” Colangelo said.

Overland Park, Kansas-based Prime Capital Financial will transition its new brands over the next 12 months.

Robert Massa, managing director of retirement at what is now Prime Capital Retirement was the 2023 PLANADVISER Retirement Plan Adviser of the Year.

Matthew Eickman, formerly the retirement practice lead, announced he was moving to a consultancy role with the firm in April.