The new moniker is a play on the word "sincerity".

US wealth management business HPM Partners has had a name makeover, rebranding as Cerity Partners. 

The firm, with offices across the country, serves high net worth individuals and their families, businesses and their employees, and non-profit organizations.

"We recognized an opportunity to better communicate the character of our people, advice and service to clients and business partners," Kurt Miscinski, president and chief executive, Cerity Partners, said. 

"A modification of the word sincerity, our new name perfectly encapsulates our character and the experience our clients receive,” he added.