Midlands-based Smith Cooper Independent Financial Solutions has rebranded as Everlong Wealth after being awarded Chartered Financial Planner status.

Around 15% of UK financial advice firms currently hold corporate Chartered Financial Planner status from the Chartered Insurance Institute / Personal Finance Society.

Everlong describes itself an 'evidence-based' Financial Planning firm providing a range of wealth management services to individuals and businesses in the UK.

The firm, part of accountants and business consultants PKF Smith Cooper, said its rebrand was designed to put the planning firm’s values at the forefront, reflecting the "long-term" nature of Financial Planning.

The firm has a head office in Derby but offices throughout the Midlands.

Paul Hamilton, managing director at Everlong Wealth, said: “We have always prided ourselves on our longstanding client relationships and how we support our clients at every age and life stage. Our change in name highlights the importance of the core values we have always held.

“Although the name of our business may be changing, the first-class services and truly independent financial advice we have always provided will remain the same. To have received corporate chartered status from the Chartered Insurance Institute is a fantastic achievement and the direct result of our team’s long-term dedication to our clients.

“We look forward to taking this next step in our journey as a Chartered Financial Planning company with our clients by our side.”

The CII, widely criticised over plans to deregister its Personal Finance Society Financial Planning arm as a separate company, said in July that it will engage more with local institutes, membership societies and regional committees, strive to help shape future regulation and place more emphasis on adherence to professional standards when professionals apply for and renew their membership.

The CII also plans to do more to communicate to consumers the value of choosing a Chartered firm and has appointed a new leader of the Personal Finance Society as it builds a new 'business plan' for the PFS.