ANZ rebrands its OnePath business
ANZ is changing the name of its fund management and Kiwisaver business from OnePath to ANZ Investments.
The rebrand will happen next week – three years after OnePath brand was adopted to replace ING, after ANZ bought out ING Group’s 51% stake in the ANZ-ING insurance and wealth management joint venture.
ANZ’s life insurance products sold through external financial advisers will retain the OnePath brand.
More cohesive marketing was the reason given for the rebrand as ANZ moves to bring more of its divisions under the ANZ umbrella.
A year ago the bank scrapped the National Bank brand with its distinctive black horse logo and is rebranding all its banks to ANZ New Zealand at a cost of $100 million. Read what ANZ CEO David Hisco says about the rebranding one year on in The National Business Review print edition on Friday.
In a statement, ANZ Wealth managing director John Body says as more of its marketing budget was being spent on promoting the ANZ Wealth brand, it makes sense to transition the name and brand of the KiwiSaver provider and funds management business to ANZ too.
“ANZ is one of the strongest and most recognised financial institutions in New Zealand and we already look after the retirement savings of more than half a million New Zealanders. This change will make it easier for people to understand who is looking after their money.
“This is a change in name and brand only. The people and processes behind ANZ’s KiwiSaver schemes remain the same and we also remain committed to working with financial advisers to help their clients grow their wealth,” Mr Body says.