BNY Mellon dropping Dreyfus brand from mutual funds in retail push

Neil Bathon, managing partner at Fuse Research Network, said older advisers probably have some familiarity with the Dreyfus name, but even still, he argued that the firm’s strongest heritage is in the money market space. Therefore, Bathon argued that the rebrand was a strong move, saying that the BNY Mellon name is much more powerful and recognizable.

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Article Published on March 4, 2019