Last month, we changed our business name from Wasatch Wealth to NuVista Wealth. NuVista isn’t a normal word—in fact, it’s something we created. But we chose it for a reason, and it has a meaning that is important to us.

The Brainstorm

Because we need to change our business name due to a trademark issue, we wanted to find a new name that was unique to our business. There were dozens of names we came up with from Flagstone Wealth to Nexstone Wealth to Paradigm Wealth Advisors. A big deciding factor in the name we’d end up choosing was website availability. If a domain name was already taken, we went back to the drawing board.

We also felt it important to choose a name that had meaning to us and to what we do for our clients. We strive to help our clients achieve their financial goals and reach new heights of possibility in their lives. That’s where the idea of NuVista Wealth started.

NuVista—A New Vista

A vista is a “distant view through or along an avenue or opening, a prospect."¹ It is related to the Spanish verb avistar which means “to catch sight of.” The word evokes the image of looking out over a beautiful mountain range and catching sight of something off in the distance. A new vista is something that hasn’t been seen before, a fresh view, a new perspective or possibility—and that is an idea we love.

The name started out as New Vista Wealth. To keep the logo and the name simpler, we combined “New Vista” into one word: NewVista. However, Abby—Marv and Jolyn’s daughter and our editor through this process—felt the w and V might look odd in a logo and suggested changing the spelling. Inspired by names like NuSkin, we changed it to NuVista. And so, the business name was born.

A New Tagline

Changing our name led to a series of changes through our office and included changing our website. During this process, we created a new tagline that you may have seen across our new website. The tagline is simple and to the point: Plan with purpose. Live with passion.

Here at NuVista Wealth, we believe in helping you on a path to financial freedom and fulfillment. All of our planning and the advice we give has a purpose designed to help you build the assets you need to live your passions. We strive to help you feel confident in your investments and financial plan so that you can reach higher horizons and new vistas.

¹“vista.” Merriam-Webster.com. 2024. https://merriam-webster.com (11 Nov 2024).