As of Monday, Invesco PowerShares exchange-traded funds now go by the streamlined nameplate of Invesco.

For example, the PowerShares QQQ Trust (QQQ), its largest ETF with assets of more than $67 billion, is now called the Invesco QQQ Trust.

As part of the transition, all of Invesco’s funds retain their respective ticker symbols but get new CUSIP numbers that identify stocks, bonds, funds and other financial instruments.

Invesco Ltd. (then known as Amvescap Plc) bought PowerShares Capital Management in 2006. At the time, PowerShares had 36 ETFs with more than $3.5 billion in assets. Today, Atlanta-based Invesco’s suite of ETFs—which includes its recently completed purchase of Guggenheim Investments’ ETF business—now encompasses 231 funds with total assets under management of $189 billion, according to XTF.com, making it the fourth-largest ETF provider both in the U.S. and globally.

According to Invesco, the rebranding strategy aims to provide a more consistent client experience across multiple markets. ETFs comprise a minority—though fast-growing—part of Invesco’s overall investment management product line, and increasingly are becoming the face of the company for many investors.

“We recently completed client research in the Americas that has helped confirm that, in general, advisors associate Invesco as an exchange-traded fund provider,” Invesco wrote in a FAQ sheet explaining the name change. 

Invesco touts its forte in smart beta ETFs, and its purchase of Guggenheim’s ETF business bolsters its fixed-income offerings.