Blucora, which also owns the TaxAct software, line intends the name to show the inherent relationship between taxes and financial planning.

“Every investing decision, at the heart of it, is a tax decision,” Enrique Vasquez, president of wealth management for Blucora, said in an interview this week. “Most people go to a tax professional or to a financial advisor. What we do in our organization is we work with advisors who do both.”

The company began in June the rollout of what it calls a  tax-smart investing software platform. It started with a module focused on tax-loss harvesting with more planned for introduction this year.

Blucora reported when its second quarter ended on June 30, it had 4,225 advisors, an increase of 14 percent from 3,709 the prior year, a result of the addition of the H.D Vest advisors.