AMP's Transition Showcases Adviser-Centric Rebranding Strategy

The information on this website is general in nature and does not take into account your objectives, financial situation, or needs. Consider seeking personal advice from a licensed adviser before acting on any information.

The rebranding, slated for announcement in the first quarter of next year, coincides with AMP's $10.2 million transaction of its licensee arm to Entireti—one of the pivotal moves stemming from the agreement. Lawler indicated that although 'NewCo' is a working title, the new brand must differentiate itself as AMP's identity shifts.

This transition encompasses more than a name change. In addition to AMP Financial Planning, NewCo will house Charter Financial Planning, Hillross, and Jigsaw—expanding the company’s network within the financial landscape. Besides, AMP's strategic sale aligns with its broader vision to enhance intra-fund advice capabilities for super fund members while retaining a core team of salaried planners.

The change follows AMP's sale of minority stakes in 16 advisory practices to AZ NGA for $82.5 million, as reported in _Professional Planner_. However, recorded separation and transition costs have arisen to a $36 million accounting loss, $6 million more than initially projected, significantly impacting the firm's 2024 financial results expected in February.

As part of its strategy, AMP plans to gradually reduce its 30% equity in NewCo by selling shares to advisers and management. AMP's CEO, Alexis George remarked, "We've been clear about offering the first 10 percent to advisers," indicating that engagement with the adviser community is not only pivotal but prioritized. "The sustainability of the entity will dictate this allocation," she added, demonstrating a clear focus on long-term stability.

A major aim during this transition is to minimize disruptions for advisers as the transfer to Entireti unfolds. George emphasized the importance of "making it easy for the advisers because they don’t want to be distracted from their real jobs," underscoring the effort to maintain seamless services.

The foundation of this advisor-centric approach involves active adviser participation throughout the eventful journey. "We’ve conducted several roundtables, thoroughly explored all options, and sought adviser input on their expectations," Lawler noted, emphasizing the consultative nature of the process.

This extensive collaboration between AMP and Entireti has showcased efficient teamwork and expedited operational progress, as evidenced by the quick turnaround from announcement to near completion. George paid tribute to this efficiency, saying, "Delivering before year’s end was pivotal; it reflects our commitment to partnership while working toward mutual success."

Adding to this sentiment, Lawler remarked, "Announcing on August 8 and now nearing completion speaks volumes about the collective effort. We’ve not only set a defined path forward but also crafted a clear vision for everyone involved."

Entireti's confirmed leadership team will feature Neil Younger at the helm as group CEO and managing director, along with Glen Castensen as COO and CFO, Daniela Mascarello heading Group Risk, Matt Brown leading Fortnum and Personal Financial Services, and Lawler operating NewCo. Their united leadership promises to steer this freshly minted entity into a prosperous future.

Published:Tuesday, 3rd Dec 2024
Author: Paige Estritori

Please Note: We do not endorse any specific products or companies. Some content is sourced from third parties, including press releases, and may not be independently verified for accuracy or completeness.

Share this news item:

Finance News

Clear

November Rate Rise Puts New Focus on Small Loan Repayments

04 Nov 2026: Paige Estritori

The Reserve Bank of Australia’s 3 November 2026 decision to lift the cash rate target by 25 basis points to 4.85 per cent has sharpened the repayment question for Australians considering small personal or business borrowing. The increase took effect on 4 November, and major lenders have already begun moving rates across variable products, including home loans and some business and personal lending. - read more

Card Surcharge Ban Adds New Cash Flow Test for Small Firms

28 Oct 2026: Paige Estritori

Australia’s new card surcharge rules have turned a small checkout fee into a wider cash flow question for consumers and small businesses. Since 1 October 2026, businesses have generally been unable to add card payment surcharges for major card networks, making payments look simpler at the counter but leaving operators to decide how remaining merchant costs fit into their pricing, margins and budgeting. - read more

Why More Australians Are Rechecking Their Debt Mix

16 Sep 2026: Paige Estritori

Recent consumer finance reporting has again highlighted a familiar pressure point for Australian households: managing several debts at once can become harder as everyday costs stay elevated. Credit cards, buy now pay later balances, car repairs, medical bills and overdue utilities can each look manageable in isolation, but together they may create a repayment calendar that is difficult to keep under control. - read more

Why Credit Complaint Trends Matter Before You Take a Small Loan

09 Sep 2026: Paige Estritori

A fresh round of financial complaints reporting has put credit products back under the spotlight, with borrowers continuing to raise concerns about repayment pressure, fees, credit reporting, hardship support and the way lenders communicate when things go wrong. For Australians considering small loans, the message is practical rather than alarming: quick access to finance can be useful, but it should come with clear terms, realistic repayments and a plan if your income changes. - read more

Why Thin Savings Buffers Are Changing How Australians Borrow

02 Sep 2026: Paige Estritori

Recent consumer finance reporting has again highlighted a problem many Australians already feel in their weekly budget: savings buffers are thin, and unexpected costs are arriving faster than wages can absorb them. Car repairs, medical bills, rent gaps, utility catch-ups and small business cash flow shortages can all turn into urgent funding decisions, especially for casual workers, sole traders and households with irregular income. - read more

Why Personal Loan Rate Differences Matter for Small Borrowers

26 Aug 2026: Paige Estritori

Recent finance market reporting points to a sharper divide in Australia’s personal loan market: borrowers with stronger credit profiles and stable incomes may still find competitive offers, while applicants with patchier credit, casual income or heavier existing commitments can face higher pricing, tighter limits or more conditions. For Australians considering small loans, that gap matters more than the headline rate. - read more

What New BNPL Credit Rules Mean for Australians Considering Small Loans

19 Aug 2026: Paige Estritori

Buy now pay later has shifted from a simple checkout convenience to a more formal part of Australia’s consumer credit landscape. Since the newer regulatory framework began applying, providers have faced clearer expectations around licensing, suitability checks, complaints handling and support for customers who fall behind. For everyday borrowers, this matters because BNPL, small personal loans and other short-term finance products often compete for the same household budget. - read more

What the RBA Rate Hold Means for Small Loan Borrowers

12 Aug 2026: Paige Estritori

Australia’s latest interest rate pause gives borrowers a little breathing space, but it should not be mistaken for a drop in loan costs. After months of pressure from inflation, rents, insurance, groceries and utilities, the Reserve Bank’s decision to keep the cash rate steady leaves many households and small business owners still managing repayments shaped by earlier increases. - read more

Fast Cash Pressure Is Creating New Loan Scam Risks

04 Aug 2026: Paige Estritori

Australians searching for quick finance are being urged to slow down before responding to online loan offers, as scam activity continues to target people under cost-of-living pressure. The warning is especially relevant for borrowers who need urgent money for bills, car repairs, medical costs, rent gaps or short-term business cash flow. - read more

Click for more Finance News