Equipsuper rebrands to Equip
Industry super fund Equipsuper has undertaken a rebrand to, simply, “Equip”.
The fund announced this week that it had undertaken the rebranding exercise as part of a wider program to position the fund as ‘confident, secure and equipped’ as part of a growth strategy scheduled to kick off next year.
Equipsuper chief executive Danielle Press said the fund had dropped ‘super’ from its brand to better position Equip as a provider of a more holistic range of financial services, including pensions, education and financial advice.
She said many members already refer to the fund colloquially as ‘Equip’ and this had underpinned the decision.
Discussing the fund’s 2013 strategy, Press said the fund did not intend standing still.
“We’re ready to pursue growth in our employer and member bases,” she said.
“We will do this [through] a combination of activating our existing members, expanding our relationships and business with existing employers, and extending our reach into sectors that are attractive to us.”
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