The new name for its specialist investment and life insurance businesses is OnePath.
ANZ New Zealand chief executive Jenny Fagg says that now the bank fully owns the ING business "we have more opportunities to grow in the large and rapidly expanding wealth market.
"The new brand represents an exciting step for this business. It recognises that successful wealth businesses need to be positioned and to operate as specialists with capabilities that support the particular needs of customers and advisers. This includes continuing our long-standing commitment to and relationship with independent professional financial advisers."
She says that today's announcement is the first step in a communications programme for advisers and customers ahead of a public launch of the OnePath brand later this year. Under a transitional services agreement with ING Group, ANZ has the licence to use the ING brand until November 2010.
"OnePath will be New Zealand's largest manager of retail investment funds including KiwiSaver and will hold a leading position in the insurance, wholesale investment and listed property markets," Fagg said.
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OnePath is a contemporary, positive brand which brings alive our promise to our customers. The name reflects our role as a company which helps people shape and protect the quality of their lives, recognising that there is a different path for each and every one of us.
The logo is designed to be approachable, energetic, modern and distinctive. It reflects the relationship we have with our advisers and customers and gives a strong sense of moving forward together. The endorsement line highlights that we have the strength and backing of the ANZ Group.
"We are very excited about our new brand and I hope that you feel the same way too. If you have any feedback on the new name and logo we’d love to hear it."