Branding & Marketing

GSB Wealth Management Announces Rebrand, Now Grey Ledge Advisors

To create ‘a more encompassing identity’

GUILFORD, Conn. — After a thoughtful discovery and design process that engaged the input of both long-standing and recently hired team members; leadership from GSB, and affiliated peer, GSB Wealth Management have chosen a new identity — Grey Ledge Advisors.

“As a long-standing leader in wealth management, executive benefits, and financial/retirement planning, following the acquisition of CTMA, we determined it was time to create a more encompassing identity,” shared Ken Russell, President and CEO of GSB Wealth Management. “We tasked ourselves to resolve a brand that not only reflected our accomplished, professional team but also represented our full scope of services and core competencies.”

The Key Value And Mission Of The Organization

The inspiration for the selected brand — which was initiated by a member of the team — was drawn from an intentional focus on key values and the mission of the organization. The solid iron Grey connotes the steady and unwavering years of experience, combined with the upward trajectory of an iconic Ledge. This rebrand highlights a commitment to long-term stability and financial path for clients and the community.

Following a successful trademark registration, the brand began rolling out this month. Over the months ahead, the transition will continue with very visible applications including new collateral, signage, digital/social initiatives, and a fully-refreshed website.

​“We have already prepared communities close to home regarding this change,” continued Ken. “Communications have been issued to the collective GSB team and of course, our clients. Our vendor and industry partners are being notified through other standard communications and we will be issuing formal media communications when total brand replacement is complete.”

The brand overview diagram (attached) provides further details about the elements of style behind the brand standards. In the weeks that follow, further updates will be shared via LinkedIn, established podcasts, and trade media as GSB Wealth Management becomes Grey Ledge Advisors.

“We look forward to stepping out in this elevated new direction with the support of the GSB Community,” summarized Ken. “On behalf of the entire Grey Ledge team, thank you for the many words of encouragement we have received to date.”




About Grey Ledge Advisors
Grey Ledge Advisors (GLA) has been providing customized investment asset management and financial solutions since 1999 and as of 12/31/21 was responsible for advising on $529,000,000 of client assets. Our clients’ financial well-being is our mission and we take the time to assist them in defining their financial goals and priorities. Whether that’s to fund a financially independent retirement, realize the fruits of their philanthropic endeavors, provide ongoing support for loved ones or stretch their personal horizons and experiences; GLA will be with them at each step of the journey. For those considering, or experiencing, a significant life event; retirement, divorce, the sale of a company, or the passing of a loved one, we have the experience that can help. Only by first understanding a client’s unique financial and personal circumstances can we create a financial course of action that will serve as the focal point to accomplishing their goals.
For more information on Grey Ledge Advisors, visit
For more information on GSB, visit