Financial advisory firm Second Opinion Investor Services has rebranded as Weigh

House after teaming up with brand and PR consultancy Pilot PMR.

The rebranding better establishes a position of trust within the marketplace, said David Doze, partner at the Toronto-based agency that won the business after an informal review against four unnamed agencies last summer.

The original name suggested a subordinate position, and the company needs to be the place people go to first, he said.

"They can give you analytical advice on what you need to do and then you can go to a financial advisor or institution and purchase product," he said.

Historically, local goods were brought to a weigh house to be measured and valued prior to the establishment of international weight standards. The firm's new name mirrors the position many investors find themselves in today, said Doze.

"They are being asked to make investment decisions in a world where reports from financial institutions are weighted differently, where finding a valid benchmark to measure their progress is difficult, if not impossible," he said.

The company currently has 10 offices in Ontario and one in Halifax, with plans to expand west in the near future.

"People are looking for straight answers and greater fairness in the advisor-client relationship, free of the biases that come from sales commissions and product incentives," said Warren MacKenzie, president, Weigh House, in a release.