We're choosing a new name for the business. Before you vote, take a minute on what the name has to carry — this is about the full scope of what we do, not just the rankings.
Rigorous. A disciplined methodology combining qualitative and quantitative insight to assess true advisor quality.
Personal. High-touch relationships and deep engagement with advisors and stakeholders.
Connected. A central role linking advisors, asset managers, events, rankings, and insights.
Principled. A commitment to elevating standards, recognizing client and community impact, and reinforcing a more human definition of success, including philanthropy and legacy.
Each option below shows the thinking behind the name, plus the Forbes lockup where we have one. Voting is at the bottom.
Arevia combines Arete, the Greek idea of excellence and achieving the highest standard, with Via, the Latin word for way, road or path. The name reflects the business's role in defining excellence while helping elevate standards across wealth management. It's purposeful, progressive and authoritative — suggesting both a standard to aspire to and a path towards achieving it.
Draws on the Latin root Veritas, meaning truth or real. Other English derivatives give us words like verify, veracious and veritable. The name touches on the rigor and roots of our rankings.
Veritant came back in four typeface logos. They're all the same name — the difference is the letterforms.
Celsira draws on the Latin root celsus, meaning elevated, lofty or distinguished. The name suggests a brand that identifies those who rise above — setting a higher standard and bringing distinction into clear view.
The modern '-ira' ending makes the name feel proprietary and human rather than academic, helping balance authority and credibility with warmth and accessibility.
Latin for curated — the adjective form of curates, meaning well looked after or carefully prepared.
No logo lockup has been designed for Curata yet, so judge this one on the name alone.