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imageA plan to consolidate independent registered investment advisors under one brand name to compete with the big Wall Street brokerage houses already has commitments of interest from 72 firms.

Steve Lockshin and Charles Goldman have created Advizent headquartered in Boulder, Colorado, with plans to begin delivering services next year.

Fees for the marketing service will range from $25,000 to $100,000 depending on the size of the firm.

Advizent will provide a brand name and marketing to get the word out about what an independent financial advisor is and how they can assist consumers.

They will work with custodians and asset managers on behalf of RIAs to give them more power as a larger group.

In addition, they will establish a set of standards so consumers can be assured of the quality of the advisors who are part of the organization.

An advisory committee to assure the standards are being met by the members will be created and will audit the members work.

“We want to assure consumers that they are dealing with only the best,” said Goldman. “The goal is to show consumers why independent advice is better.”

The independent registered investment advisors firms will continue to use their own names and will remain independent, but will also use the Advizent name and logo…more details in Financial Advisor Magazine.