Daniel Garaci is trying to build a stronger brand for the mutual funds run by Phoenix Companies. The former Pioneer Investments executive and current CEO of Phoenix Investment Partners is pulling 50 funds under a new branding umbrella -- PhoenixFunds -- as part of an effort to create an identity with financial advisors and investors.

"PhoenixFunds is a distinct change from what prevails in the market today," explained Geraci. HE added that Phoenix will also bundle core offerings from multiple managers that provide asset allocation solutions for a variety of investment needs.

The new look for the fund family was unveiled last Friday. It covers more than 50 funds, including those advised by Phoenix and those for which Phoenix has tapped subadvisors. Phoenix rebranded the funds by dropping the name of the affiliated advisor managing the fund. It also renamed a number of funds to bring their name closer to their investment mandate.

It also took over two funds that had been part of the Janus Advisor series. Those funds -- Janus Advisor Focused Value and Janus Advisor International Equity Fund -- are taking the Phoenix brand. International Equity is now the Foreign Opportunities Fund. Before these changes, many of the funds had been marketed with the brands of Phoenix' affiliates, including Engemann Asset Management, Kayne Anderson Rudnick Investment Management, Seneca Capital Management, Phoenix/Zweig Advisers and Duff & Phelps Investment Management Co.

Phoenix also has subadvisory relationships with Acadian Asset Management (Boston), New Star Institutional Managers Limited (London), Sasco Capital (Fairfield, Connecticut) and Vontobel Asset Management (New York).  

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