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Swiss billionaire rebrands investment business

One of the biggest family-owned investment groups in Europe has been rebranded to distinguish itself as a unique organisation and stand out from its competitors.

The new brand – B-FLEXION – all uppercase – and then sub-brand, Beyond Capital – replaces Waypoint Capital, Ernesto Bertarelli’s umbrella holding investment company. Bertarelli is one of Europe’s best-known business executives, having sold his family’s pharmaceutical company, Serono, in a multi-billion dollar deal in 2007. He also founded the yachting team Alinghi (pictured above), famously winning the America’s Cup in 2003.

B-FLEXION said in a statement the new brand is: “a name that is unique and allows the business to be proudly distinct”. 

It went on to say that “other changes will follow in due course”. Underneath the B-FLEXION brand is several investment groups, including venture business Forestay, hedge fund and private equity group Kedge Capital, and real estate group Roxbury. Bertarelli is estimated to be worth $8.8 billion, according to Forbes

One insider said the rebranding might have something to do with Bertarelli’s efforts to emphasise the life-science side of his investment holdings and where the overall business is heading in the years ahead. Equally, though, the rebranding might be an effort to emphasise the impact investment nature of the business in the future, given prevailing investment themes emerging. 

Two years ago, Waypoint hired Cyrus Jilla as a partner in the overall holding group. Before that, Jilla ran Eight Roads, the holdings and investment arm of Fidelity International, owned by the Johnson family; in the past, he also was a member of the board of directs of Cofra Holdings, the Brenninkmeijer family’s investment holding group. 

Jilla knows his family business/investment dynasties, and he appears to be a rising star within Bertarelli’s investment business, but whether he was instrumental in the rebranding remains to be seen.

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