[GRTV] New name, new funds for Smartshares

NZX is rebranding its funds management business, retiring the SuperLife brand and teasing some new funds.

Tuesday, October 1st 2024, 8:22AM

Smartshares is dropping the shares part of its name to become Smart.

The new brand is based on the belief ‘the wise invest Smart’, and the wisest way to build wealth is to invest in market-tracking products over time, chief executive Anna Scott says.

Later this month Smart will launch a new suite of funds that reflect “exciting investment trends.”

“They were designed with the support of a new global partner who shares our aim of providing world-class investment opportunities with easy access and affordable fees. We expect these new products to generate growth and activity in the market,” Scott says.

Scott has been with Smart just over a year. “When I joined, we set out a strategy for growth and quickly realised the need to transform our brand and create a unified platform to build from.”

The first phase of the rebrand to Smart will lay the groundwork for future development and significant improvements in the way the company serves investors.

The SuperLife KiwiSaver Scheme will become the Smart KiwiSaver Scheme, unlisted funds will fall under Smart Funds and workplace savings will become Smart Super – each reflecting the modern, cohesive new Smart brand.

QuayStreet Asset Management – known as QuayStreet – will remain a standalone sub-brand.

“The needs of New Zealand investors are evolving,” Scott says. “It’s important for us, as a company, to keep pace with those changes and reflect them in what we offer to our customers. Our new name better reflects who we are and the range of services and products we offer.”

“Our new Smart brand identity aligns with our investors’ needs and our vision; to serve modern Kiwis from all walks of life, looking to make wise investments. We’re passionate about education and building financial confidence as we make investing easy to understand and access.”

The first phase of the rebrand is focused on ETFs that are easily accessible through trading platforms, financial advisers or directly through Smart.

The new brand identity borrows elements from Smart’s parent company, NZX Limited – New Zealand’s stock exchange – while remaining visually distinct and reflecting Smart’s positioning as the first provider of ETFs in New Zealand.

“We provide choice for investors; what to invest in and how to invest, making it easy to build a diversified portfolio,” Scott says.