PNC, which is based in Pittsburgh, is putting all segments of personal wealth under one umbrella brand.

PNC Asset Management, part of The PNC Financial Services Group, yesterday announced that clients of its personal wealth businesses will be served through the newly-branded PNC Private Bank.

The changes follow PNC’s move to acquire BBVA USA Bancshares, including its US banking subsidiary, BBVA USA, late last year. 

PNC Private Bank is headed by Don Heberle. Teams of advisors with specialized expertise in serving clients across these segments will be formed in each new market that PNC enters through its acquisition of BBVA USA, while private bank teams in most existing PNC markets will be expanded, PNC Asset Management said in a statement. These teams will provide local delivery of service offerings to families at the upper echelon of the wealth spectrum through PNC Private Bank Hawthorn, the bank's ultra-high net worth segment, which continues to be led by Anna Vitelli.

The move to position all segments of personal wealth under one brand is being bolstered by investments in talent and technology, and an “aggressive expansion of the local delivery of personal wealth products and services to clients across PNC's growing market footprint,” PNC Asset Management said.

"PNC Private Bank exemplifies the robust expertise and capabilities our team offers to clients spanning emerging, established and multi-generational stages of wealth," Carole Brown, head of the asset management group, said. 

PNC Private Bank said that it is investing more money in its technology infrastructure, investment platforms and administrative capabilities. For the ultra-wealthy, these investments will include expansion of family office services, the development of new philanthropic strategies and improved investment platform capabilities.

Current PNC Private Bank clients have received notification of the new brand. BBVA USA wealth clients are being introduced to the brand through a series of communication as part of their conversion to PNC.