Alliance Benefit Group Financial Services Corp. has reinvented itself as intellicents.

Officially launched Dec. 1, intellicents is reimagining financial services for employers and individuals, according to a press release. Through group insurance consulting, retirement plan design, fiduciary investment consulting and personal wealth management services they are paving workers and employees.

“Our mission of financial confidence for the American worker continues to be the heartbeat of our organization,” Brad Arends, company CEO said. “Our aim is that this new identity will only heighten our ability to drive home our mission, bringing to you the most progressive ideas and technology.”

The intellicents’ team is the recipient of many prestigious financial services awards including Charles Schwab & Co. Inc.’s 2014 Best-in- Retirement Business IMPACT Award, Fidelity Investment’s 2015 Be Greater Retirement Advisor Award, and Plan Sponsor’s 2016 Retirement Plan Adviser Mega Team of the Year award.

The firm’s technology includes the intellicents digital advisor, all my benefits Bright Choices Exchange and the all my money financial wellness app. All of which can be seamlessly incorporated through a designed employee benefit or financial planning engagement delivered by their experienced consulting team.

“We’ve always prided ourselves in being pioneers within the investment management and employee benefits community,” Grant Arends, president of the company, said. “Our firm is cutting edge, combining the newest and best ideas that are supported by most innovative technology. The name intellicents speaks perfectly to this legacy and our mission as a company.”

The decision to fully rebrand came amidst the sale of their recordkeeping and administration division, Alliance Benefit Group North Central States Inc. to Alerus Financial at the beginning of 2016.

“Within our own industry, the Alliance Benefit Group name has always been predominantly known as a recordkeeping company. Since 1993 we have “shared” the Alliance Benefit Group name with our administration division\company — ABGNCS. Effective Jan. 1, 2016 we elected to sell ABGNCS to Alerus. Going forward, our sole focus is providing investment management and employee benefits consulting services to companies and individuals. It is imperative to us that our identity reflects that,” Grant Arends said.

More information about intellicents can be found online at intellicentsinc.com.