Genworth Wealth Management has announced its new name: AssetMark, Inc.

The firm, a leading strategic provider of innovative investment and consulting solutions serving financial advisors, became independent in September. Concurrent with the re-branding, AssetMark also unveiled its new tagline – Wealth. Independence. Purpose.

Gurinder S. Ahluwalia, president and CEO, AssetMark, said: "AssetMark serves advisors who make a difference in the lives of their clients. We feel it’s time to put the ‘serve’ back in financial services and this is key to how we think about our business model."

AssetMark organizes its offering around the three core components of the independent advisor’s practice: Investment Management; Client Management; and Practice Management.

The firm’s proven processes and integrated network of consulting and support resources built over the past two decades help advisors focus their time and attention where it matters most — on their clients.

Ahluwalia added: "Our firm was built by advisors, for advisors and through working with them so closely over the years, one thing has become clear to us. There are no shortcuts to investing success. We remain committed to providing an open architecture suite of choices designed to help advisors navigate volatile markets and manage client emotions."

Advisor-built and advisor-focused, AssetMark’s priorities are targeted on delivering the solutions and efficiency demanded by the advisors it serves.

In the coming months, the firm will introduce new investment solutions and improved processes that bring additional innovation and efficiency to managing client assets.

The strong leadership team, with a track record of innovation focused on advisors spanning nearly 20 years, continues to drive advisor success and investor outcomes.

The firm also unveiled its new website at to showcase how it supports independent advisors and their clients.

Among other changes at AssetMark is a new name for Genworth Financial Asset Management, now known as Savos Investments. Savos continues to employ an investment philosophy grounded in assessing and navigating the fundamental drivers of risk and return in capital markets.

Additionally, the firm’s trust company, formerly Genworth Trust Company, will now be known as AssetMark Trust Company.