Sippcentre is to become AJ Bell Investcentre from next Spring to reflect AJ Bell's shift towards a full platform service.
Andy Bell, chief executive of AJ Bell, told Sipps Professional: "Sippcentre has been more than just a Sipp for over two years. While Sipp will always be in our DNA, this change reflects the more rounded nature of the platform proposition that we now offer advisers and their clients.
Mr Bell added: "Earlier this year we commenced a range of sponsorship activity to raise the profile of the AJ Bell name and this will continue. With this in mind, it made sense to utilise the AJ Bell brand in the name of the platform."
Sippcentre has nearly £20bn in assets on the platform and has been in existence for just over a decade.
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A J Bell has recently adopted a higher profile by organising adviser conferences and sponsoring sporting events.
Earlier this month it signed up former England cricketing star Freddie Flintoff to speak at its first Investment Conference.
The Manchester-based Sipp and platform provider said 275 advisers registered to attend the event held at London's Millbank. The event was hosted by BBC presenter Nina Warhurst.