TIAA-CREF Rebrands as TIAA

The asset-managing giant said it would aim for “simplicity, clarity, and engagement” with a shortened name.

TIAA-CREF, the global manager with $854 billion in assets, has dropped the second half of its name.

The shortened name—TIAA—is intended to express the “simplicity, clarity, and engagement at the center of the customer experience,” the firm said.

“We stepped back and listened to the people we serve, who they are and what they need,” said Connie Weaver, TIAA’s chief marketing officer. “Our brand today is about… helping [customers] meet their needs and navigate their financial lives in a simple, clear way, with straight talk instead of jargon or legalese.”

“We’re continually evolving to better serve customers in every stage of their lives, today and for generations to come,” added Roger Ferguson Jr., TIAA’s president and CEO.

Earlier this month, TIAA announced it would combine its real assets units into a single business line.

The reorganized division will encompass some of TIAA’s largest units, including global real estate, agriculture, timber, infrastructure, and energy. The real assets group is also to take control of subsidiaries TH Real Estate, Westchester Group Investment Management, GreenWood Resources, and Churchill Asset Management.

The real assets business—with roughly $100 billion in managed assets—is expected to comprise of approximately 900 staff members in 16 countries.

“These changes will enable us to take a more nimble approach for our business and accelerate our speed-to-market with transactions and products,” said division chief Jose Minaya.

Related: TIAA-CREF Reveals Reorganization & OCIO Firm Wurts Rebrands as Verus