(New York)

Rockefeller is a storied US name, but not exactly so in wealth management. That may be set to change as a new Rockefeller-branded wealth manager, Rockefeller Capital Management, has just launched with some high profile backing and executives. Industry star Greg Fleming, a former president at Merrill Lynch and former head of wealth and asset management at Morgan Stanley, is leading the young firm, which has its eye on getting $100 bn under management. The firm is backed by a Rockefeller family trust as well as a number of other investors.

FINSUM: The name alone will probably attract capital, but $100 bn is a lofty goal for a brand new wealth manager.