MAM Funds is looking to rebrand all its funds under the Miton label by the end of the year, Fundweb understands.
The firm currently operates funds under three brands including Miton, Midas and Acuim, following a number of mergers over the past five years.
MAM Funds was founded in 2001 as private client investment manager iimia. In 2007, it merged with fund manager MitonOptimal Group and became iimia MitonOptimal.
In 2008, the firm merged with fund manager Midas Capital Partners and became Midas Capital. The parent company changed its name to MAM Funds in July 2010.
The firm launched the Acuim brand in October last year, with the launch of the £33m Acuim UK Multi-Cap Income fund.
Managing director Gervais Williams says: “We want to unify our funds business under a single brand by the end of the year. We have no plans to change the MAM Funds brand, just the branding of the fund names.”
Williams declined to comment on what the funds will be called, but Money Marketing understands the firm will use the Miton brand.
Bestinvest managing director of business development and communications Jason Hollands says: “It makes sense for a small business to focus on a single brand to get a share of profile in a crowded and competitive market.”