One aim of the new brand will be to give employees and directors of client companies better access to Financial Planning advice.

Workplace will offer a range of services, including employee wellbeing advice and Financial Planning services.

Nottingham-based Wren Sterling says the launch of Workplace, will give joiners and leavers of its clients' group pension schemes a free consultation, allowing employees to become Wren Sterling Financial Planning clients if they wish and if they have a need for Financial Planning advice.

Wellbeing services are split into mental, physical and financial sections and there is emphasis on building employee-led solutions though Wren Sterling's demographic analysis of company employees.

Workplace advice can also cover pensions, group risk policies, income protection, death in service benefits, critical illness cover and salary exchange.

Workplace has a distinct visual identity to differentiate it from Wren Sterling's Financial Planning business, including a new logo and green accent colour.

Wren Sterling head of marketing Nick Moules said: "Wren Sterling actively manages over 450 schemes for our corporate clients, which supports over 80,000 employees, so our reach is substantial and growing.

"In recent years we've seen an explosion in demand from employers for access to services to improve the mental, physical and financial wellbeing of their workforce to meet productivity, recruitment and retention challenges.

“Although traditional employee benefits are core to our proposition and form the backbone of any successful strategy, our role as our clients' employee benefits consultant has evolved considerably and advising clients on effective communication strategies and helping them utilise the latest employee wellbeing services is now more important than ever.”

"Our national Financial Planning team is able to work with our clients' employees to provide them with the clarity, confidence and control they need over their longer term financial plans, so that they can focus on their careers and being successful in their current roles, which benefits them and their employers."

In recent years Wren Sterling has been on the acquisition trail.

In the summer it added £400m in AUM after it took over Guildford-based IFA Messer & Matthews in July and in August acquired a majority stake in Cornwall-based The Stockdale Group.

In May the firm expanded into Northern Ireland with the acquisition of Ralston Bennett Financial Planning and Aspects Financial. The firm has also expanded its presence in the North West with the acquisition of St Helens-based Callisto Wealth, which is now part of Wren Sterling’s north-west hub in Wilmslow.

Other acquisitions this year include Active Wealth Management and HB&O Financial Services in March, adding 860 clients and £330m in assets.

Wren Sterling Financial Planning is a national firm of Financial Planners with nine UK offices and around £6.6bn in assets under advice. 

The Wren Sterling Group is backed by Lightyear Capital, a New York-based private equity business that specialises in financial services investments, following a secondary management buyout that took place in December 2021.