Data management platform vendor Asset Control will tomorrow unveil a new name, Alveo, which officials say better reflects changes that have taken place at the company to make it easier for business users—not just data staff—to speed up their workflows by directly accessing data in its systems.

Meaning “riverbed” in Latin, and with the tagline “Where data flows,” the Alveo branding reflects the vendor’s move from being a largely back-office function managing static reference data, to being a