Two US-owned investment houses are rebranding under a single moniker: Columbia Threadneedle Investments.

Fund selectors have another tongue-twister to deal with because UK-based Threadneedle Investments rebrands as in the first half of this year. Both Columbia Management and Threadneedle are owned by US-listed financial services group Ameriprise.

Together, Threadneedle and Columbia have $505 billion in assets under management across a variety of asset classes.

“The new global brand…will enable the firm to grow its presence in key regions including Asia Pacific, Latin America and the Middle East while reinforcing both firms’ strengths in established markets of the UK, Europe and the US,” the firms said in statement today.

The statement continued that the investment strategies, philosophies and processes of both firms will not change.

In Asia – the timezone where the news was first officially announced, the response was upbeat from Raymundo Yu, Asia-Pacific chairman of Threadneedle: "This is an important step for Threadneedle Investments and for our clients in Asia and globally. For the past two years we have been working with our Columbia colleagues to increase the breadth and depth of our offering to Asian clients. Presenting the combined capabilities of both firms under a single global brand is the natural next chapter and is an exciting development for us.”

“Asian investors want managers who can create solutions and generate strong returns in all regions of the world. Working together under the banner of Columbia Threadneedle Investments, we offer the scale, breadth and depth to compete by bringing the best talents, capabilities and solutions from around the world and tailoring these to the needs of Asian clients,” Yu said.

 At Columbia, its global chief investment officer, Colin Moore, said: “In a world where financial markets and economies are increasingly interconnected, having a strong established investment capability in Asia, Europe and the US is a considerable advantage. Over recent years we have deliberately fostered an environment of information sharing and debate between Columbia and Threadneedle. Our investment teams remain true to their respective styles and processes; however, the sharing of research globally allows us to make full use of our collective intellectual capital.”
 
There will be no change to the corporate structure or regulated entities as a result of the new brand.