BNY Mellon Investment Management to rebrand Dreyfus
March 5, 2019

BNY Mellon Investment Management today announced that it is rebranding the Dreyfus retail business and long-term mutual funds in the US to align with the BNY Mellon Investment Management brand, effective on or about June 3, 2019, as part of a larger global brand initiative.

This rebrand will more clearly reinforce for investors BNY Mellon Investment Management's reputation and position as one of the world's largest investment managers. To reflect the strong heritage of Dreyfus in cash management strategies, the Dreyfus brand will be retained on money market funds.

"This is another step in our strategy to illustrate how we offer investors the best of both worlds: providing clients with access to the investment capabilities and creative solutions from our world-class investment managers, combined with the global scale and financial stewardship of BNY Mellon," said Mitchell Harris, Chief Executive Officer of BNY Mellon Investment Management.

"In the retail space, having a strong and recognizable brand is increasingly important to investors. The rebranding of Dreyfus is a significant milestone in supporting the growth of our US retail business."

As part of this rebranding initiative:

• The Dreyfus brand on 94 long-term mutual funds, with approximately US$63 billion in assets under management, will be replaced with BNY Mellon.

• Dreyfus will remain the brand on 27 Dreyfus-managed money market funds, with approximately $160 billionn in assets under management. The BNY Mellon Cash Investment Strategies division of Dreyfus will be renamed Dreyfus Cash Investment Strategies.

• There will be no changes to the investment objectives, strategies, portfolio managers or sub-investment advisors for the newly branded BNY Mellon long-term mutual funds or related products as a direct result of this initiative.

• The Dreyfus Corporation will be renamed BNY Mellon Investment Adviser, Inc.

• MBSC Securities Corporation (the distributor of the Dreyfus open-end funds) will be renamed BNY Mellon Securities Corporation.

• A marketing campaign will commence to help raise awareness of the brand in the US market later in the year.

BNY Mellon Investment Management says this initiative follows an extensive brand review that included feedback from investors and intermediaries. BNY Mellon Investment Management's eight investment managers will continue with individual brands to reflect their direct relationships with institutional investors, while the BNY Mellon Investment Management brand will become more prominent for global retail investors.

"Investing centres around meeting the needs of clients, and the strength of our business is that it is built around our investors," said Matt Oomen, Head of Global Distribution.

"With intermediary and retail clients looking for investment partners with a breadth of capabilities and strong brands, leading with BNY Mellon Investment Management as our US retail brand will make it easier for them to identify and access our full suite of investment solutions.

"In the institutional space, our clients value direct access to our investment managers and their strategies. As a result, our investment managers' brands lead in this space."





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BNY Mellon Investment Management today announced that it is rebranding the Dreyfus retail business and long-term mutual funds in the US to align with the BNY Mellon Investment Management brand, effective on or about June 3, 2019, as part of a larger global brand initiative.

This rebrand will more clearly reinforce for investors BNY Mellon Investment Management's reputation and position as one of the world's largest investment managers. To reflect the strong heritage of Dreyfus in cash management strategies, the Dreyfus brand will be retained on money market funds.

"This is another step in our strategy to illustrate how we offer investors the best of both worlds: providing clients with access to the investment capabilities and creative solutions from our world-class investment managers, combined with the global scale and financial stewardship of BNY Mellon," said Mitchell Harris, Chief Executive Officer of BNY Mellon Investment Management.

"In the retail space, having a strong and recognizable brand is increasingly important to investors. The rebranding of Dreyfus is a significant milestone in supporting the growth of our US retail business."

As part of this rebranding initiative:

• The Dreyfus brand on 94 long-term mutual funds, with approximately US$63 billion in assets under management, will be replaced with BNY Mellon.

• Dreyfus will remain the brand on 27 Dreyfus-managed money market funds, with approximately $160 billionn in assets under management. The BNY Mellon Cash Investment Strategies division of Dreyfus will be renamed Dreyfus Cash Investment Strategies.

• There will be no changes to the investment objectives, strategies, portfolio managers or sub-investment advisors for the newly branded BNY Mellon long-term mutual funds or related products as a direct result of this initiative.

• The Dreyfus Corporation will be renamed BNY Mellon Investment Adviser, Inc.

• MBSC Securities Corporation (the distributor of the Dreyfus open-end funds) will be renamed BNY Mellon Securities Corporation.

• A marketing campaign will commence to help raise awareness of the brand in the US market later in the year.

BNY Mellon Investment Management says this initiative follows an extensive brand review that included feedback from investors and intermediaries. BNY Mellon Investment Management's eight investment managers will continue with individual brands to reflect their direct relationships with institutional investors, while the BNY Mellon Investment Management brand will become more prominent for global retail investors.

"Investing centres around meeting the needs of clients, and the strength of our business is that it is built around our investors," said Matt Oomen, Head of Global Distribution.

"With intermediary and retail clients looking for investment partners with a breadth of capabilities and strong brands, leading with BNY Mellon Investment Management as our US retail brand will make it easier for them to identify and access our full suite of investment solutions.

"In the institutional space, our clients value direct access to our investment managers and their strategies. As a result, our investment managers' brands lead in this space."



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