Frank Crystal & Company, the insurance firm specializing in serving wealthy clients and wealth managers, has unveiled a new identity.

The firm has rebranded as Crystal & Company, with the slogan “The integrity of independence,” as it prepares to mark its 80th anniversary next year. It remains family owned and operated but, during that time, has grown from its Wall Street roots to have 400 employees working in 10 locations in the US.

The company decided to focus on independence after it conducted a study among its clients and found that this trait was of principal importance to them.

“Our company was founded on the principle of putting our clients first,” said James Crystal, chairman and chief executive of Crystal & Company and son of the firm’s founder. “I am proud that, as we have grown, we have sustained that principle through three generations of family management. Our new branding reflects this.” 

To view an interview with Jonathan Crystal, head of the firm’s Private Client Services group, click here.