Keystone Financial Inc. has changed the name of its mutual fund family and added four funds.
The KeyPremier Funds, which were founded in 1996 and include 12 funds, were renamed the Governor Funds to promote a brand identity separate from the bank, said Lana V. Burkhardt, a vice president and group brand manager.
"Traditionally customers do not view banks as strong investment management firms," she said.
Though many banks have renamed their funds to include the name of the bank, others like First Union Corp. have chosen to build a separate identity for their fund families.
Ms. Burkhardt said the new name was chosen because Martindale Andres & Co., the bank's asset management arm, is located on Governor's Row in Harrisburg, Pa.
The new funds include three fund of funds and an international equity fund, which is subadvised by Brinson Partners Inc. of Chicago.