Wurts & Associates Rebrands as Verus

Executives say a new name for Wurts & Associates better captures the firm’s investment research focus and capabilities across consulting, risk advisory and OCIO services.

Rebranded as Verus Advisory Inc. and Verus Investors LLC, the former Wurts & Associates is looking to double down on its investment research and consulting services.

“Our new name derives meaning from the Latin word ‘verus,’ meaning ‘real,’ ‘genuine,’ and ‘truth,’” explains Chief Executive Officer Jeffrey MacLean. He says the new brand will offer a “direct connection to the attributes our clients appreciate including integrity, trust and independence.”

Going forward, the consulting side of the business will be known as Verus Advisory Inc., reflecting its primary role of providing research and investment guidance to clients. The discretionary management and outsourced chief investment officer (OCIO) business, previously known as KEI Investments LLC, will be known as Verus Investors LLC, reflecting its primary focus on designing, constructing and implementing customizable risk-based investment portfolios.

The firm says it will maintain its philosophy of partnering with clients to meet their enterprise objectives by achieving long-term investment goals. “Our new brand will better reflect that common goal and the shared values, resources and capabilities that power two distinct approaches to achieving it,” MacLean adds.

The businesses of Verus work with a variety of institutional investors, including endowments and foundations, corporate defined benefit and defined contribution plans, public pension plans, and multi-employer trusts. The firm’s new website is www.verusinvestments.com