Denver-based wealth management firm unveils new identity reflecting its evolution toward relationship-driven financial guidance.
American Portfolios Denver announced today that the firm will officially operate as Andstead Advisors beginning June 1, 2026. The rebrand includes a new name, visual identity, and refined messaging intended to better represent the firm’s long-term direction and the experience it aims to provide clients.
Founded in Denver and serving clients across the country, the firm has spent more than two decades advising business owners, retirees, professionals, and families through financial planning, investment management, retirement transitions, and business succession planning.
According to Kris Tower, the decision to rebrand was driven by years of growth and a desire for the firm’s identity to better align with how clients already describe their experience working with the team.
“As we looked at the future of the firm, it became clear that our previous name no longer fully represented who we are or how we work with clients,” Tower said. “We wanted a brand that reflected the substance of our relationships and the role we play in helping clients make thoughtful financial decisions over time.”
The new name was developed to communicate both stability and progress. The “STEAD” portion references steadfastness and consistency, while “AND” reflects the additive and collaborative nature of long-term financial planning.
The transition also reflects broader changes taking place within the financial advisory industry, where many firms are shifting away from product-centered messaging in favor of planning-oriented and fiduciary-focused client relationships.
Andstead Advisors will continue offering comprehensive financial planning and wealth management services, including retirement planning, investment strategy, business owner planning, and succession planning. Firm leadership emphasized that the transition does not involve changes to ownership, advisory relationships, or day-to-day client service.
“Our structure and philosophy remain intact,” Tower said. “The relationships we’ve built with clients continue exactly as they were before. This is about creating a clearer representation of who we already are.”
The firm’s updated branding is built around four guiding principles: Understanding First, Uncompromising Accessibility, Honest Counsel, and Unwavering Partnership.
The rebrand rollout includes a redesigned website, updated client communications, and refreshed marketing materials. Existing client relationships and service commitments remain unchanged throughout the transition.
Andstead Advisors is headquartered in the Denver Tech Center and serves clients locally and nationally.
About Andstead Advisors
Andstead Advisors is a Denver-based financial advisory firm focused on helping business owners and individuals navigate financial decisions with clarity and confidence. The firm provides fiduciary-focused financial planning and wealth management services through a relationship-driven approach centered on accessibility, long-term partnership, and personalized guidance.