Homrich Berg Unveils HB Wealth as New Name, Aligning Under Unified Brand

$25B RIA’s rebranding reflects national scale and client-centered focus

ATLANTA--(BUSINESS WIRE)--Homrich Berg Wealth Management, a leading independent wealth management firm, launched its refreshed brand identity under the new name HB Wealth. This marks an important step in the $25B RIA’s alignment of all offices and teams under a unified brand that reflects its commitment to delivering comprehensive advice and concierge-level care through a fee-only approach.

The HB Wealth name preserves the strength and recognition of “HB,” while presenting a more modern and premium brand to clients, partners, and the broader marketplace. This refined identity was shaped by the firm’s core values and client-first approach, while underscoring its ascent as a leading national advisory firm.

“We are proud to introduce HB Wealth as the next chapter in our firm’s story,” said Thomas Carroll, CEO at HB Wealth. “With a rich, 35-year history, we want to honor the legacy of our founders while reflecting who we are today and where we’re headed. This evolution unites us under a single identity that resonates with clients and partners alike. At our core, we remain committed to doing the right thing at all times, putting clients first, and fostering the collaborative culture that has been essential to our success.”

The move brings all existing teams and offices, including the addition of WMS Partners earlier this year, into full alignment under the HB Wealth brand. The transition represents a natural progression as the firm grows with shared purpose and consistent client experience across markets. Clients will continue to work with the same trusted advisors and teams, now supported by a fully unified brand.

The rollout will include updated branding across digital platforms, client materials, and office signage, along with a new website experience at hbwealth.com. While the name has changed, the firm’s long-standing commitment to expert advice and exceptional care within a fee-only fiduciary approach remains the same.

“Our goal was to refresh the brand in a way that reflects the distinctive benefits that individuals and families receive when they work with HB,” said Joanna Irwin, Chief Marketing Officer at HB Wealth. “The updated HB Wealth brand positions us to continue to modernize our firm for the future.”

About HB Wealth

Founded in 1989, HB Wealth is a national independent wealth management firm providing fiduciary, fee-only wealth advisory services, investment management, and family office services. As one of the country’s largest fee-only registered investment advisers (RIAs), HB Wealth is headquartered in Atlanta with more than 300 employees operating out of 11 offices across five states, managing over $25 billion for individuals, families, and institutions. With a mission of bringing unwavering financial peace of mind to the clients we are privileged to serve, HB Wealth delivers comprehensive advice and concierge-level care through a fee-only approach. Think of it as the fiduciary standard, elevated. Learn more at hbwealth.com.