AMP's Transition Showcases Adviser-Centric Rebranding Strategy

The information on this website is general in nature and does not take into account your objectives, financial situation, or needs. Consider seeking personal advice from a licensed adviser before acting on any information.

The rebranding, slated for announcement in the first quarter of next year, coincides with AMP's $10.2 million transaction of its licensee arm to Entireti-one of the pivotal moves stemming from the agreement. Lawler indicated that although 'NewCo' is a working title, the new brand must differentiate itself as AMP's identity shifts.

This transition encompasses more than a name change. In addition to AMP Financial Planning, NewCo will house Charter Financial Planning, Hillross, and Jigsaw-expanding the company’s network within the financial landscape. Besides, AMP's strategic sale aligns with its broader vision to enhance intra-fund advice capabilities for super fund members while retaining a core team of salaried planners.

The change follows AMP's sale of minority stakes in 16 advisory practices to AZ NGA for $82.5 million, as reported in _Professional Planner_. However, recorded separation and transition costs have arisen to a $36 million accounting loss, $6 million more than initially projected, significantly impacting the firm's 2024 financial results expected in February.

As part of its strategy, AMP plans to gradually reduce its 30% equity in NewCo by selling shares to advisers and management. AMP's CEO, Alexis George remarked, "We've been clear about offering the first 10 percent to advisers," indicating that engagement with the adviser community is not only pivotal but prioritized. "The sustainability of the entity will dictate this allocation," she added, demonstrating a clear focus on long-term stability.

A major aim during this transition is to minimize disruptions for advisers as the transfer to Entireti unfolds. George emphasized the importance of "making it easy for the advisers because they don’t want to be distracted from their real jobs," underscoring the effort to maintain seamless services.

The foundation of this advisor-centric approach involves active adviser participation throughout the eventful journey. "We’ve conducted several roundtables, thoroughly explored all options, and sought adviser input on their expectations," Lawler noted, emphasizing the consultative nature of the process.

This extensive collaboration between AMP and Entireti has showcased efficient teamwork and expedited operational progress, as evidenced by the quick turnaround from announcement to near completion. George paid tribute to this efficiency, saying, "Delivering before year’s end was pivotal; it reflects our commitment to partnership while working toward mutual success."

Adding to this sentiment, Lawler remarked, "Announcing on August 8 and now nearing completion speaks volumes about the collective effort. We’ve not only set a defined path forward but also crafted a clear vision for everyone involved."

Entireti's confirmed leadership team will feature Neil Younger at the helm as group CEO and managing director, along with Glen Castensen as COO and CFO, Daniela Mascarello heading Group Risk, Matt Brown leading Fortnum and Personal Financial Services, and Lawler operating NewCo. Their united leadership promises to steer this freshly minted entity into a prosperous future.

Published:Tuesday, 3rd Dec 2024
Author: Paige Estritori

Please Note: We do not endorse any specific products or companies. Some content is sourced from third parties, including press releases, and may not be independently verified for accuracy or completeness.

Share this news item:

Finance News

Clear

Record-Breaking Occupancy Rates for Australian Caravan Holiday Parks

02 Apr 2026: Paige Estritori

In December 2025, Australian caravan holiday parks experienced unprecedented occupancy rates, setting new records across all accommodation categories. This surge is largely attributed to successful promotional initiatives and a growing preference for domestic travel among Australians. - read more

ACCC Issues Warning to Caravan Industry Over Misleading Practices

02 Apr 2026: Paige Estritori

The Australian Competition and Consumer Commission (ACCC) has issued a stern warning to the caravan industry, highlighting concerns over misleading representations related to pricing and caravan weights. This advisory underscores the importance of transparency and adherence to the Australian Consumer Law (ACL) to protect consumers from deceptive practices. - read more

Avan & Golf Caravans Forge Multi-Year Partnership with Outdoor Living & Caravan Expo

25 Mar 2026: Paige Estritori

In a significant development for Australia's caravan industry, Avan & Golf Caravans have entered into a multi-year national partnership with the Outdoor Living & Caravan Expo. This collaboration is set to enhance the profile and reach of caravan and outdoor lifestyle events across the country. - read more

South Australia's Premier Caravan and Camping Event Returns in 2026

25 Mar 2026: Paige Estritori

South Australians are embracing a shift towards local adventures and road trips, and the upcoming Caravan, Camping & Outdoor Show at the Adelaide Showground is set to cater to this growing trend. Scheduled from 25 February to 1 March 2026, this event stands as the state's official industry gathering, bringing together a vast array of resources for road trip enthusiasts. - read more

Rise of Chinese-Built Caravans in the Australian Market

25 Mar 2026: Paige Estritori

The Australian caravan market is experiencing a notable shift as Chinese-built caravans gain a stronger foothold, coinciding with a reported downturn in sales among local manufacturers. This trend is reshaping the landscape of the industry and presents both challenges and opportunities for consumers and manufacturers alike. - read more

Click for more Finance News