ANZ has confirmed its plans to invest into the marketing activities promoting the ANZ Wealth brand, but there are no concrete plans to rebrand OnePath.
Asked to comment on suggestions that its investment, insurance and superannuation business – OnePath – was going to be rebranded as ANZ Wealth, the bank said it had “no concrete plans” to do so, despite regularly considering many branding strategy proposals and ideas across the business.
“ANZ Wealth is the overall division name we use globally, while OnePath is an external customer brand that is utilised to distribute offerings through financial advisers,” the bank’s spokesperson said.
OnePath was initially established 130 years ago and was then known as Mercantile Mutual. The 1980s saw ING acquire the company and rebrand it as ING Australia in 2001.
In late 2009, ANZ bank fully acquired ING Australia and launched a new brand for the business – OnePath – in 2010.
“Wealth management is a key priority for ANZ and a strategic growth opportunity.”
The bank said it remained committed to its specialist wealth businesses that cover insurance, superannuation, investment and advice offered through the ANZ, OnePath, E*TRADE, RetireInvest, Millenium3 and FSP brands.
