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PE-owned NorthStar Financial to rebrand as Orion Advisor Solutions

Omaha, Neb.-based NorthStar Financial Services Group LLC will be renamed as Orion Advisor Solutions, effective in September.

NorthStar, which has more than $800 billion in assets under management and administration, will continue as the parent of Orion Advisor Services, FTJ FundChoice LLC, CLS Investments LLC and Constellation Trust Co. As part of the rebranding effort, Orion Advisor Services will become Orion Advisor Technology LLC and FTJ FundChoice will become Orion Portfolio Solutions.

All the units will continue to operate independently. The new parent company, Orion Advisor Solutions, will be led by Eric Clarke as CEO, Dean Cook as president, Ryan Beach as COO and Daniel Applegarth as CFO.

Private equity firm TA Associates Management LP completed a majority investment in NorthStar in 2015.