Insignia has announced a brand strategy hire as it makes MLC its go-forward brand for consumers.
The firm has appointed Wylie Fowler, who formerly worked at rival licensee AMP as head of brand and content, as its new general manager for brand strategy.
Since leaving AMP at the start of 2024, he has worked as a planning partner at agency +61.
“Fowler will be accountable for the development of brand strategies for all brands across Insignia Financial, focusing on enhancing the company’s brand strength and positioning its collective group and individual brands as the preferred choice for financial help, guidance and advice across all channels,” the firm said in an internal memo.
The appointment comes as Insignia moves to make MLC its primary brand for consumers and products and services. In its FY24 results, the business stated MLC’s brand awareness and reputation is a strong foundation for the firm to deliver sustainable growth, and that it will be investing to refresh the brand as well as the MLC Expand platform one.
Chief executive Scott Hartley said: “In terms of brands, there is strength and recognition in MLC, our primary consumer brand, that will benefit from investment to further build awareness in both the advised and direct-to-customer channels.
“MLC is the go-forward brand for Insignia Financial’s products and services other than financial advice provided by Shadforth and Bridges. We will refresh, reposition and invest significantly, promoting the MLC brand.”
Insignia purchased MLC from NAB back in May 2021 for $1.4 billion, with 406 advisers joining the firm and doubling the funds under management, administration and advice to $494 billion.
Fowler is one of several leadership appointments the licensee has made in recent months as the firm repositions its executive team to focus on four lines of business: asset management, superannuation (Master Trust), wrap platform and advice.
These include the appointment of Dave Woodall from Australian Retirement Trust as chief executive of superannuation and Master Trust; Liz McCarthy as chief executive of platform MLC Expand; and Jason Sommer as chief operating officer.
Advice will be led by chief customer officer Renee Howie who will be responsible for advice and marketing.
