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Bye bye Bellpenny? Twitter change suggests name will go

Consolidator Bellpenny looks to set to disappear from the advice landscape as it becomes Ascot Lloyd following a £6 billion merger in July last year.

Bye bye Bellpenny? Twitter change suggests name will go

Have we seen the last of Bellpenny? The consolidator's name appears to be about to vanish if social media accounts are anything to go by. 

Bellpenny's Twitter account yesterday posted a Tweet that revealed the company's name would disappear following last year's merger with Ascot Lloyd. 

But in true social media fashion the Tweet in question mysteriously vanished later in the day. 

Although the single Tweet has disappeared the Twitter feed itself is no longer called 'Bellpenny People' and has been renamed 'Ascot Lloyd'. A search for Bellpenny People brings up an account with no followers and a message in the biography section: 

Bellpenny is moving forward under the Ascot Lloyd brand. Please follow @AscotLloyd to stay up to date with our people and progress.

Ascot Lloyd and Bellpenny merged in July last year in a deal that created a £6 billion advice business. At the time the companies said there would be no changes to branding, with plans to continue operating under the name Ascot Lloyd Bellpenny. 

However it appears the firm has had a change of heart and will now simply go by the name Ascot Lloyd. 

Bellpenny is just the latest name in advice to be consigned to the scrap heap. Last year Towry disappeared as part of Tilney's acquisition of the long-running national advice company. Platform Cofunds was also renamed under Aegon's ownership, while Old Mutual Wealth will later this year become Quilter

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