Vancouver-based Canaccord Financial Inc. is incorporating the Genuity brand into its global wealth management division’s identity, rebranding the business as Canaccord Genuity Wealth Management.

The move gives the company’s worldwide wealth management operations, which spans Canada, the UK, the Channel Islands, the Isle of Man, Switzerland and Australia, a common brand, and represents the global integration of all of its wealth management businesses on Canaccord’s platform.

“Today marks a significant milestone for the firm, as we go to market under a unified global wealth management brand,” said Paul Reynolds, president and CEO of Canaccord Financial Inc.

“In the last several years our wealth management platform has expanded beyond our traditional market in Canada, to the UK, mainland Europe and Australia. The global reach of our business provides clients with seamless access to international products and services that we believe can provide investors with enhanced opportunities to generate greater returns,” he added.

In the last two years Canaccord has expanded its global wealth management business with the acquisition of Collins Stewart Wealth Management and the wealth management business of Eden Financial in the UK, along with a 50% interest in Australia’s BGF Equities. It currently manages and administers approximately $27 billion of client assets globally, with less than half of that in Canada, where it oversees $11.4 billion of client assets, and manages $791 million in discretionary client accounts.