Financial services firm Purple Group says it has shelved a plan to change its name to Easy Investment Holdings, partly because it would have been an expensive move. “On reflection, and after consultation with company stakeholders, coupled with the substantial costs related to supporting brand effects and amendments to all legal and regulatory materials, the board of directors has reconsidered its recommendation of the proposed change of name,” Purple Group said. “With an ever increasing project focus on pressing and value-adding growth opportunities, the board wishes to relieve the management time and costs implicit in the name-change initiative.” The board, led by Charles Savage, would “revisit this at the appropriate time”. Purple Group’s brands include EasyEquities, Emperor Asset Management and Earlier in March, the company said its current name did not “accurately reflect the business and values of the group”, including its strategy to make investing more accessible t...

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