Taking California out of a fund firm's name will simplify its advisor story. Or so hopes Dennis Clark, managing director at Shelton Capital Management [profile]. The fund firm until now had gone by The California Investment Trust Funds brand.

On January 1 San Francisco-based CCM Partners, the advisor to the mutual funds, switched to a new "dba", and renamed one of its 13 funds, too.

The new name honors the asset manager's late founder, Richard Shelton, who launched California Investment Trust in 1985.

The five-star, $152.4-million Equity Income Fund (EQTIX) is now called the Shelton Core Value Fund. The other 12 California Investment Trust Funds will keep their names.

Clark told MFWire.com that the rebranding should help the fund firm better tell its story. For instance, Shelton does invest outside of California.

"It just takes too much explanation," Clark said of the California Investment Trust brand, adding that the new Shelton brand is "less confusing and more of a name that reflects our founder's integrity and the things he stood for."

He added that Shelton will also focus more of its efforts on advisors.

All of Shelton's funds offer no-load shares, and two of them also offer more advisor-friendly, load-based shares. Clark confided that Shelton is making a bigger push in working with advisors.

"There's no change in ownership. There's no change in personnel," Clark told MFWire.com. "There's certainly a focus on serving the trusted, independent advisor, because the world has changed. Most people are making their investment decisions with the help and assistance of an advisor."

Shelton boasts more than $900 million in thirteen mutual funds and three separately manage account strategies. The firm also offers a turnkey 401(k) product, which will continue to use the California Investment Trust brand [see our sister publication, The 401kWire].

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Company Press Release

SAN FRANCISCO –– Shelton Capital Management (“Shelton”), an institutional investment management firm based in San Francisco, has announced that as of January 1, 2012, all of the investment solutions under the California Investment Trust name will be rebranded under the Shelton name.

  As part of the rebranding, Shelton’s flagship five-star fund, the Equity Income Fund (ticker: EQTIX and EQTAX) will be renamed the Shelton Core Value Fund, though the ticker symbols will remain unchanged. The California Investment Trust name will now refer only to the company’s 401K offerings.

  The rebranding reflects Shelton’s expanded focus on providing a comprehensive suite of investment solutions to registered independent advisors and individual investors. The firm’s website, www.sheltoncap.com has been redesigned to reflect the new brand.

  “Our firm was founded on the pillars of outstanding customer service and a pragmatic approach to navigating the evolving investment landscape,” said Dennis Clark, Managing Director of Shelton Capital. “The rebranding to Shelton provides greater clarity of our roots managing portfolios for high net worth investors, and our mission of meeting the evolving needs of both advisors and investors.”

  Shelton manages more than $900 million in thirteen mutual funds and in separately managed accounts. The firm was founded as California Investment Trust in 1985 by Richard F. Shelton, a Korean War veteran who distinguished himself in the financial services industry by delivering solid investment performance to his clients while fostering strong relationships and earning their trust. The firm’s rebranding honors the legacy of the late Mr. Shelton.

  “Dick Shelton was my father-in-law, my friend and my mentor, and I am proud that our firm has steadfastly remained true to the values and high professional standards that he set,” said Steve Rogers, Chief Executive Officer of Shelton Capital. “Rebranding our firm honors Dick’s vision and commitment to clients, which will remain the cornerstones of Shelton long into the future.”

  About Shelton Capital Management

Shelton Capital Management has served as an investment advisor to the California Investment Trust since 1985 under the name CCM Partners.

Investors should carefully consider the Funds’ investment objectives, risks, charges, and expenses before investing. For a copy of the Funds’ prospectus or statement of additional information containing this and other information about the Funds, ask your investment advisor, visit our website at www.sheltoncap.com or call us at 800-955-9988 

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