Prudential Financial Planning and Ascentric get M&G rebrand Their names will disappear and the businesses will receive a ‘fresh visual identity’ Wealth platform Ascentric and financial advice business Prudential Financial Planning (PFP) will be rebranded to adopt their parent company’s name M&G Wealth. As part of the rebrand, the Ascentric and PFP names will no longer be used, and the wealth business will introduce a “fresh, new visual identity”. Ascentric, which was set up in 2008, has already contacted all the advisers on its platform to inform them of the changes, given that the brand is one that their clients know and trust, M&G Wealth said.