AMP's Transition Showcases Adviser-Centric Rebranding Strategy

1

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
Source: Paige Estritori

Please Note: If this information affects you, seek advice from a licensed professional.

Share this news item:

Finance News

Clear

ASIC's Findings Highlight Urgent Need for Reform in Car Finance Lending Practices

04 Jan 2026: Paige Estritori

The Australian Securities and Investments Commission (ASIC) has recently unveiled findings from its comprehensive review of the motor vehicle finance sector, highlighting concerning trends that are likely to prompt a tightening of lending practices across the industry. - read more

Affordable Electric Vehicles: New Low-Interest Loans for Eligible Australians

04 Jan 2026: Paige Estritori

The Australian government has launched a new initiative to make electric vehicles (EVs) more accessible to a broader segment of the population. This program offers low-interest loans to individuals earning less than $100,000 annually, as well as essential workers, facilitating the purchase of new and used EVs priced up to $55,000. - read more

Surge in Car Loan Delinquencies Sparks Financial Sector Worries

04 Jan 2026: Paige Estritori

Australia is witnessing a notable increase in car loan delinquencies, raising alarms about the potential ripple effects on the broader financial sector. This trend reflects the financial strain many Australians are experiencing amid economic challenges. - read more

ASIC Identifies Critical Issues in Australia's Car Finance Sector

19 Dec 2025: Paige Estritori

The Australian Securities and Investments Commission (ASIC) has recently conducted a comprehensive review of the motor vehicle finance sector, uncovering significant concerns regarding lending practices. This examination has highlighted issues such as exorbitant establishment fees and a troubling rate of early loan defaults, raising questions about the adequacy of current lending standards. - read more

Australian Used Car Market Experiences Significant Supply Surge

19 Dec 2025: Paige Estritori

The Australian Automotive Dealer Association (AADA), in collaboration with AutoGrab, has released the Mid-2025 Automotive Insights Report, revealing a substantial increase in the supply of used cars in the Australian market. The first half of 2025 saw 1,589,491 vehicles listed for sale, marking an over 30% rise compared to the same period in 2024. This surge in supply is reshaping market dynamics and influencing pricing trends. - read more

New Government Initiative Offers Low-Interest Loans for Electric Vehicles

19 Dec 2025: Paige Estritori

In a significant move to promote the adoption of electric vehicles (EVs) among Australian businesses, the government has announced a $50 million partnership with Metro Finance to provide low-interest loans for the purchase of EVs. This initiative is designed to support small and medium-sized enterprises (SMEs) in transitioning to cleaner transportation options, thereby reducing emissions and energy costs. - read more

ASIC's Findings Highlight Urgent Need for Reform in Car Finance Lending Practices

11 Dec 2025: Paige Estritori

The Australian Securities and Investments Commission (ASIC) has recently unveiled findings from its comprehensive review of the motor vehicle finance sector, highlighting concerning trends that are likely to prompt a tightening of lending practices across the industry. - read more

Click for more Finance News