NWF Rebrands as Artisan Capital Partners to Reflect Client Focus
NWF Advisory Group, a hybrid Registered Investment Advisor (RIA) managing approximately $8 billion in assets under administration (AUA), has officially rebranded as Artisan Capital Partners. This move signals a renewed commitment to offering clients a highly personalized, flexible, and comprehensive suite of financial services under a name that reflects craftsmanship and quality.
Why the Rebrand?
Artisan Capital Partners represents a deeper alignment with the firm’s values and service model:
- Reflecting Values: The name “Artisan” conveys the firm’s dedication to bespoke, high-quality financial solutions tailored to individual client needs.
- Enhanced Identity: The rebrand helps reposition the firm as both expansive in expertise and intimate in service delivery.
- Strategic Direction: The new identity supports the company’s mission of growth—both for its clients and advisors.
Personalized Service, National Reach
Artisan strikes a balance between the scale of a large enterprise and the attention of a boutique advisory firm:
- Client-Centric Approach: Offers deeply personalized financial planning and advisory services to professionals, business owners, and families across the U.S.
- Advisor Empowerment: Emphasizes support and growth for independent advisors within the firm’s network.
- White-Glove Service: Delivers a high-touch, relational service model rooted in trust and long-term partnership.
Service Capabilities and Specializations
Artisan Capital Partners offers a broad and customizable platform for diverse financial needs:
- Comprehensive Planning: Covers financial, retirement, education, and insurance planning.
- Open Architecture Platform: Gives advisors and clients access to third-party solutions beyond proprietary offerings.
- Flexible Solutions: Advisors can tailor services to each client’s unique financial landscape, offering greater choice and customization.
Leadership and Legacy
The firm’s evolution reflects both innovation and a rich history:
- Founded in 1969: Originally launched as AFP (Associates in Financial Planning) Group.
- Previous Rebrand: Became NWF (New World Financial) in 2002 under Michael Curry’s leadership.
- Growth Under Shehab Mohammad: Since becoming President and CEO in 2007, Shehab has driven expansion in both advisory force and AUA.
- Visionary Focus: The current rebrand is part of Shehab’s strategy to align Artisan’s values with modern financial demands.
Artisan Capital Partners enters this new chapter with a clear mission: to blend decades of industry experience with a refined, client-first service model. The rebrand not only acknowledges the firm’s heritage but also charts a future driven by empowerment, personalization, and flexibility for both clients and advisors.
As Artisan Capital Partners moves forward, its commitment remains unchanged to help individuals and families achieve their financial goals with care, expertise, and integrity.
