The Evolution of Our Identity: A New Name for a New Chapter
It might surprise you to learn that many incredibly successful companies have changed their names over the years. Nike was once called Blue Ribbon Sports. Auction Web? You now know it as eBay. Apple started as Apple Computers, but today it’s simply Apple. Have you ever eaten at Pete’s Super Submarines? That’s Subway now. Even tech giants like Facebook and Google have re-branded over the years.
In that same spirit, I believe it’s time for Bertrang Financial Corp. to embrace a new name as well.
Let me share a story with you. Years ago, I was standing in line at a movie theater to buy a ticket. Someone nearby kept glancing at me, clearly trying to figure out who I was. Eventually, they said I looked familiar but couldn’t place me. I told them my name was Mark Bertrang. Nothing. Then I mentioned being “The Financialoscopy Guy.” That’s when it clicked—they recognized me because of that.
For nearly 40 years, our company has been known as Bertrang Financial Corp. That’s how we were originally incorporated. In 2009, we trademarked the term Financialoscopy. Now, we feel it’s time to fully align our name with the work we do. This change isn’t about me or having my name on the building. It’s also not about our incredible team, though every one of us plays a crucial role. This change is about strengthening our brand, enhancing how we serve our clients, and making it easier for people to find and identify us.
What This Means for You
For you, this change will mean very little. We’ll be updating our website and emails, but if you already use the @financialoscopy.com email addresses, you won’t notice any difference. Most of the changes will happen behind the scenes—updates with our accountant, legal entity, attorney, and regulators.
The main reason for this shift is to eliminate confusion between Financialoscopy and Bertrang Financial in web searches. We want people across the country to find us easily. Truthfully, this is something we should have done years ago.
A New Year, A New Name
As we step into 2025, the paperwork has been signed, and we’re hard at work making the transition. Over the next few weeks, our team will tackle the logistics, aiming to complete the process by the end of the month. Moving forward, we’ll officially be known as Financialoscopy, Inc.
What’s Staying the Same
Here’s what’s not changing: I’m not going anywhere. Our team, our values, and the way we do business will remain the same. We’re still the same Financialoscopy Team you know and trust. We’ll also stay in the same building we’ve called home for the last 20 years. In fact, we’ve expanded our space over the years to better serve you, most recently adding a third suite to accommodate future growth.
Looking Ahead
In 2025, we ask for your patience as we finalize some behind-the-scenes changes. Rest assured, on the front end, we’ll continue to provide the same level of care and service you’ve come to expect.
If you haven’t yet, maybe it’s time to schedule your Financialoscopy®.
We look forward to serving you under our new name—and to making an even bigger difference in the lives of the families we serve.
