Why Northern Trust Nixed the FlexShares Name

Northern Trust has recently ceased using the FlexShares branding for its exchange-traded funds (ETFs), replacing it with the company's name. This decision reflects the maturity of the ETF industry, with asset managers using the "shares" nomenclature to differentiate their funds from other investment products. The FlexShares brand has been in place for approximately 15 years, but Northern Trust has been undergoing a transformation towards a "One Northern" concept in recent years.

The company is not alone in this shift, as other major players like BlackRock's iShares and State Street Investment Management have also aligned their ETFs with their broader corporate identity. The growing popularity of ETFs and the emergence of smaller names in the industry have contributed to this change. Northern Trust is expanding its ETF offerings, including new products such as the US Gigawatt ETF and Rare Earth & Critical Metals ETF, along with bond-ladder ETFs.