In 2022, New Markets, a company dedicated to making a positive impact in the world of financial services, approached River + Wolf for a new name. River + Wolf concurred that the current name "New Markets," failed to encapsulate the core mission of the company: empowering local economies afflicted by discrimination and underinvestment in marginalized communities. After an extensive exploration of various naming possibilities, the team ultimately settled on "Broadstreet."

This choice resonated with their mission to democratize financial opportunities, bringing a broad range of races, socioeconomic backgrounds, and genders to the investment table. Furthermore, "Broadstreet" conveyed the idea of going beyond Wall Street.