Why change an established wealth management brand after 35 years?

New year, new name for a national broker-dealer and RIA platform managing $3.3B.

A nationwide wealth management firm has started 2024 with a new name as it prepares to build on its continued successes.

Delaware-headquartered broker-dealer and RIA platform CoastalOne is now Realta Wealth, inspired by the Celtic word for star, which it says aligns with its mission to provide a guiding light to help its advisors and affluent and high-net-worth clients reach their financial goals.

The decision to change the brand of a long-established firm, launched in 1989, was not taken easily but CEO Kevin M. Keefe says that it feels like the right move.

“After months of research and deliberation, we knew Realta was the right name for us at the right time for our organization,” he said in a statement. “We are a firm with a distinguished history that is aggressively evolving to meet the needs of an industry that continues to change at a rapid pace. From the move to fee-based advisory business to the mainstreaming of alternative investments to the higher service expectations of both advisors and clients, change is something that will be part of the wealth management landscape for the foreseeable future. While change can often be disorienting, we see Realta as the North Star that can best guide advisors and their clients on the journey to financial success.”

The firm now has 160 advisors nationwide managing $3.3 billion in client assets and is actively recruiting advisors who align with its values.

While the new name means new brand colors, logo, and website, much at the firm remains unchanged with Keefe as CEO and ownership under Orange Street Holdings.

“The past year has been an incredible one for the firm and we see that momentum only picking up steam as we begin the next chapter of our story as Realta,” commented Orange Street’s chair Ryan Hanks. “We are committed to investing in the people, systems and relationships to create a platform that will truly be the destination of choice for discerning independent advisors and their clients. Kevin and his team have done a terrific job positioning Realta for great things to come.”