William Blair blends the world-class investment resources of a full-service global firm and the high-touch service and culture of an independent boutique. This model empowers the firm to turn a laser focus on their clients’ success across market cycles and across generations. Jenna Kiernan, a senior client relationship associate at William Blair, came to River + Wolf, seeking a name for a working group within William Blair. The group manages over 5 billion in client assets and as such, needed a solid, traditional sounding name. GreenBridge fit the bill as green is a common symbol for growth and money whereas bridge captured the concept of wealth across generations.