Evangeline Securities Ltd. rebrands itself to better reflect company profile
© Carole Morris-Underhill
Signs are slowly starting to be changed over to Evangeline Wealth Management at the company’s head office on King Street. Pictured here are Trevor Hughes, chief executive officer, Cindy DeMont, client service manager, and David Morse, president and chief operating officer.
Evangeline Securities Limited is evolving.
In a bid to better brand itself, the long-time local company is changing its name.
“Although the legal name of the company is not going to change, the trade name is going to,” explained Trevor Hughes, the CEO of the company.
“We're now going to be called Evangeline Wealth Management in the public and the reason for that is that Evangeline Securities Limited was perhaps a great choice in 1995 but we're not a securities dealership, in that we don't offer stocks and bonds, and we're not a security firm that changes locks... We're really a wealth management company.”
New signage will be installed at the King Street property throughout the summer months.
“By changing it to wealth management, it really says what we do in a more appropriate way,” noted Hughes.
David Morse, the company's president and chief operating officer, concurred. Morse is the latest person to join the company, however, he has been associated with the business for about a decade.
“We're really not changing anything. We've just evolved into a much more full service firm,” said Morse.
The company, which has grown into a group of highly skilled, independent financial advisors, has intentionally kept its head office in Windsor, N.S. They have branches in Bedford and Ottawa, and are licensed to operate in several provinces across the country.
According to the company's website, Evangeline Wealth Management now provides customized investment strategies, both pre- and post-retirement planning, plus tax planning and asset and income protection strategies.
“We have had significant changes but the core of the company remains the same." Trevor Hughes
“We could have five clients walk in and every one will have a completely different set of circumstances so wealth means something very different to different people,” said Morse.
“That's why it's not about what your net worth is and everything, it's about what you want to accomplish with what you have and what you're going to earn,” he noted.
“We don't want to mistake wealth as you have to be outrageously wealthy to come see us. Wealth is what you've accumulated that's going to help you accomplish something. It could be retiring at a certain point, it could be helping your children through school — whatever. That is how we define wealth.”
In June 1964, Hughes' father, Gordon F. Hughes, founded Evangeline Savings and Mortgage Company, which evolved into the Evangeline group of companies. Evangeline Securities Ltd. was incorporated in 1995 as part of that group of companies. They were later sold but still managed in Windsor, with Hughes as the president and CEO. When that main group of companies was sold in 2003, Hughes purchased Evangeline Securities Ltd. in order to remain in Windsor.
“We have had significant changes but the core of the company remains the same,” said Hughes.