At the time of the merger, the group said all three brand names would remain but “strong demand” from advisers and clients has seen the IFA group change direction to operate under one name.
Nigel Stockton, chief executive of Ascot Lloyd, said: “Ascot Lloyd is a well-known, trusted and highly regarded name and we are excited to go to market under this brand with a fully independent offering.
“The merger of Ascot Lloyd and Bellpenny in 2017 has already proven highly successful, generating strong growth momentum in only a few months.”
The combined Ascot Lloyd now has a turnover of more than £40m, more than £6bn in funds under management, 80 advisers and 40,000 clients.
Both Ascot Lloyd Financial Services and Bellbenny are owned by Oaktree Capital Management and last year’s transaction was completed for an undisclosed sum.