Lend Lease rebrands dealer groups

Lend Lease Financial Services has announced new names for its financial planning businesses.

Lend Lease Financial Services has announced new names for its financial planning businesses.

The name changes, which will come into effect from 1 July, are some of the final steps in the sale of Lend Lease Financial Services to the National Australia Bank, to be finalised at the end of this week.

Lend Lease Financial Planning (LLFP) has been rebranded Apogee Financial Planning, while LendLease Corporate Services (LLCS), will use its existing business name AdvantEdge. The corporate entity holding the dealer’s license for AdvantEdge, (currently LLCS), will be known as National Corporate Investment Services Limited.

LLFP’s Wayne Handley, who will continue in his role as general manager following the rebranding, says the name Apogee was chosen following a recommendation by the group’s marketing and media company to get into symbolic branding.

“We believe Apogee most rightly depicts what we are about — and that is aiming for the highest level,” he says. “The business practices of our advisers, the advice they give to clients and the business relationships they have with clients, all of these are at the highest possible level.”

Chief executive officer of LLCS Jane Watts says her group was fortunate in that they already have a well-recognised brand name.

“Our face to the market is AdvantEdge,” she says. “So we have not had to go out and create a brand, we already have one.”