Shook Research Changes Name to Veritant After Forbes Scandal

“We needed to do that to regain confidence and to get ourselves organized,” she added.

The new name, a neologism derived from veritas (Latin for truth, and the motto of Harvard), was selected after a monthslong process that was originally planned to conclude at the end of the year, Ms. Bennard said. But when the founder’s payment became public in August, the company decided to speed up the rebranding.

Founded more than a decade ago by RJ Shook and his wife, Liz, Shook Research became the Consumer Reports of wealth whisperers, syndicating its influential list on Forbes.com and selling logos, plaques and online profiles that allowed wealth advisers to advertise their spot on the list.

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Article source: https://www.nytimes.com/2026/10/15/business/media/shook-research-veritant-forbes.html