SPS Family Rebrands to Axtella

The company’s 40-year history inspires its next chapter, marked by innovation, collaboration, and collective growth

ANN ARBOR, Mich.--(BUSINESS WIRE)--SPS Family, the parent company of broker-dealers Sigma Financial Corporation and Parkland Securities, LLC, and Registered Investment Advisor, Sigma Planning Corporation, has rebranded as Axtella. The rebrand marks a new chapter for the 40+ year old organization and the network of more than 700 financial professionals it serves. Axtella will build on its history of advisor growth and empowerment with its appetite for technological innovation and organizational growth. Axtella announced the rebranding today at the organization’s annual Vision Conference, which brings together its financial professional network for three days of development and education.

“We have a proven 40-year history of pioneering together with our financial professionals and supporting them through each phase of their business development,” said Jerry Rydell, the firm's owner and CEO. “There is a richness to our organization, and our legacy is woven into the fabric of who we are. Moving forward as Axtella, we honor our roots while simultaneously setting a fresh benchmark.”

The inspiration for the new brand draws from powerful root words—stellar, nexus, and constellation—that resonate with the organization’s core values. As part of the rebranding, the organization redefined its principles, built on unwavering commitment, community spirit, authenticity, inspiring greatness, and a dedication to humanizing the wealth management experience.

"Our firm has a storied history of challenging norms within the industry, and we are unceasingly refining and innovating, keeping the needs of our financial professionals and their clients as the guide for our strategic choices," said Brandon Rydell, president of Axtella. "Our mid-sized structure allows us to remain agile, independently held, and free from bureaucratic obstacles. This positions us uniquely in the market, permitting us time to establish and foster impactful connections, spearhead innovation, and develop tailor-made resolutions for our financial professionals."

Axtella prides itself on its hands-on, unique methodology that meets financial professionals exactly where they are. Axtella's mission focuses on eliminating administrative burdens, enabling the prioritization of meaningful tasks, nurturing long-term client relationships, and helping to secure clients’ financial futures.

A key element of Axtella's ethos is its dedication to preserving its legacy. The firm's comprehensive succession planning program, combined with its meticulous onboarding support program, LaunchPad, ensures smooth transitions and business continuity. Axtella’s uncomplicated fees structure also provides financial professionals with an extensive toolkit, eliminating any concerns of hidden charges.

"With our new brand, Axtella, we're setting new standards in the financial services industry – redefining the norms, entering a new era of service excellence, and crafting unique experiences that set a high bar,” said Maria Bethel, Senior Vice President of Marketing at Axtella. “With our heritage as our compass, we're carving a path to a future of exploring infinite possibilities. We’re committed to fostering a collaborative environment and furnishing our financial professionals with the keys to unlock exceptional client experiences.”

For more information about Axtella, visit www.axtella.com.

About Axtella

Axtella, the parent company of broker-dealers Sigma Financial Corporation and Parkland Securities, LLC, and registered investment advisor, Sigma Planning Corporation, serves a growing network of 700+ financial advisors. Led by owner and CEO Jerry Rydell and President Brandon Rydell, Axtella boasts over four decades of industry leadership, merging tradition with innovation in the services and tools it provides its network of advisors. Its unique, independent structure fosters collaboration, emphasizes advisor autonomy, and delivers customized solutions. Axtella offers comprehensive technology support, advisor growth resources and education and comprehensive advisor succession solutions. For more information, visit www.axtella.com. Securities offered through Sigma Financial Corporation and Parkland Securities, LLC. Member FINRA and SIPC. Investment Advisory services offered through Sigma Planning Corporation, a registered investment advisor.