ML&R Sells Wealth Arm, Launches New Brand

Maxwell Locke & Ritter has sold its affiliate firm, ML&R Wealth Management, to Creative Planning in a strategic move to focus on its core accounting and advisory services. As part of the transition, the company also unveiled a refreshed brand identity and revamped website, aiming to reinforce its client-first philosophy, adapt to evolving client needs, and attract top talent while celebrating its 33rd anniversary.

Maxwell Locke & Ritter has announced the strategic sale of its affiliate firm, ML&R Wealth Management, to Creative Planning. The transition marks a pivotal step for both firms and allows wealth management clients to continue receiving personalized, people-first investment guidance under a like-minded, nationally recognized advisory platform.

As the firm commemorates its 33rd anniversary, the decision to transition ML&R Wealth Management reflects Maxwell Locke & Ritter’s focused strategy on its core accounting and advisory services. Kyle Parks, Leading Partner at Maxwell Locke & Ritter, expressed full confidence in the wealth management team’s continued success through this new chapter. He emphasized that the move reinforces the firm’s dedication to its clients, people, and broader Central Texas community.

In tandem with the sale, Maxwell Locke & Ritter is unveiling a refreshed brand identity and a newly launched website. This rebranding initiative highlights the firm’s expanding presence on both regional and national levels and is designed to reflect its client-first philosophy and forward-looking service approach.

The new visual identity—including a redesigned logo and updated site experience—was developed to resonate with a wide range of stakeholders, from long-standing clients to prospective team members. The refreshed platform showcases the firm’s culture, deep expertise, and evolving service model while reinforcing values that have long anchored its success.

“Our refreshed brand and new website are a vibrant reflection of who we are,” said Parks. “They capture our culture and growth in a way that speaks directly to the evolving needs of our clients. This update will better position us to serve our existing clients, welcome new ones, and continue to be an employer of choice for top talent.”

This milestone underscores Maxwell Locke & Ritter’s strategic adaptability while remaining grounded in the high service standards and people-centered ethos that define its legacy and future.

Until next time…

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Maxwell Locke & Ritter Sells Wealth Affiliate, Debuts Brand Refresh and New Website

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