The company has also relaunched its website with additional functionality and to provide better links to the partnership’s 680 firms and 4,200 advisers.
Openwork, which advises on £20 billion of client money, says the rebranding signals a “new chapter” and is part of a growth strategy.
The company aims to expand its network and extend its distribution and “range of propositions.” The firm says it has seen strong growth over the past year.
One focus of the rebrand will be on making advice “personal” and that everyone should be treated with “empathy and as an individual.”
Philip Howell, chief executive of The Openwork Partnership, said: " The simple truth is that Openwork is a partnership with a proud heritage and comprised of over 680 professional practices.
“We are bound together by our unique shareholding structure, and by our common goals and values. As we enter an exciting new chapter intent on becoming the first choice for practices, advisers and clients seeking a truly personal service, it is entirely fitting to present ourselves to the market under The Openwork Partnership banner.”
The Openwork Partnership operates as a directly authorised, multi-panel distribution network. It is majority-owned by the Openwork Partnership LLP with its employees holding a minority stake.