Public accounting, consulting and technology firm Crowe Horwath will begin practicing under a new name, Crowe.
The firm will continue to operate as Crowe Horwath in certain states, where its name change application is still pending final review.
All entities will align with the Crowe name and logo.
As part of the rebranding, CHAN Healthcare, owned by Crowe Horwath, will become Crowe Healthcare Risk Consulting.
The leadership, culture, values and commitment to clients of CHAN Healthcare remain the same but the company will now refer to itself as Crowe.
The names of Crowe Horwath Global Risk Consulting and Crowe Horwath Cayman will remain the same.
Crowe will continue to conduct business as part of the Crowe Horwath International network, which, effective 4 June, will be rebranded as Crowe Global.
Jim Powers, CEO of Crowe, said despite its growth the firm has stayed true to its core purpose and commitment to clients.
Powers added: “In recent years, we’ve been on a transformational journey, focused on our talent and our technology offerings to deliver on our brand promise, ‘Smart decisions. Lasting value,’ and to simplify the lives of our people and our clients.”
“Changing our name to simply Crowe, which is shorter and easier to recall, is just one more step in that journey.”