Formerly American Express Financial Advisors (née Investors Diversified Services, or IDS), this is an old company making itself into a new one. Spun off from American Express in 2005, Ameriprise is targeting its mutual funds and other financial products to the “mass affluent” (people with investable assets of $100,000 up to about $1 million). Being untethered from AmEx means the company has work to do to build its brand and show good returns for clients. Ameriprise has given itself one of those curious “New Economy” names, which will make it unfamiliar to customers. Then again, Lutheran Brotherhood became Thrivent and it hasn’t seemed to hurt.