TIAA keeping EverBank headquarters in Jacksonville, but studying the name

[thelakelander]

By Karen Brune Mathis, Managing Editor

TIAA President and CEO Roger Ferguson Jr. expects the company's acquisition of Jacksonville-based EverBank Financial Corp. to be completed after approval by banking regulators, possibly by midyear, but there's no timeline for a decision on a name change.

http://www.jaxdailyrecord.com/showstory.php?Story_id=549442

[spuwho]

If anything, they will take the Bank of America approach.

While BAC HQ is still listed as Charlotte, the decisions are made in NYC.

EverBank will keep the name for the life of the stadium deal, but slowly certain decisions will originate at TIAA.

The next generation of management at TIAA wont be able to resist the urge to do a reorg to impress Wall Street and Ever will fade away.

[DrQue]

The next generation of management at TIAA wont be able to resist the urge to do a reorg to impress Wall Street and Ever will fade away.

TIAA is a non-profit financial services company so no need to impress the Street. Ultimately I think it comes down to brand recognition and the TIAA name will probably win out.

[FlaBoy]

Right now their bank is called "TIAA Direct Bank." If I were them, I would just call it TIAA Everbank which is a way cooler name than TIAA Direct. I am going to put my money on TIAA Everbank.

[ProjectMaximus]

Right now their bank is called "TIAA Direct Bank." If I were them, I would just call it TIAA Everbank which is a way cooler name than TIAA Direct. I am going to put my money on TIAA Everbank.

They're probably spending 150k to come to the same conclusion.

[FlaBoy]