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ING's new name revealed

Thursday 5th August 2010 9 Comments

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The new name for its specialist investment and life insurance businesses is OnePath.


ANZ New Zealand chief executive Jenny Fagg says that now the bank fully owns the ING business "we have more opportunities to grow in the large and rapidly expanding wealth market. 

"The new brand represents an exciting step for this business.  It recognises that successful wealth businesses need to be positioned and to operate as specialists with capabilities that support the particular needs of customers and advisers. This includes continuing our long-standing commitment to and relationship with independent professional financial advisers."

She says that today's announcement is the first step in a communications programme for advisers and customers ahead of a public launch of the OnePath brand later this year.  Under a transitional services agreement with ING Group, ANZ has the licence to use the ING brand until November 2010.

"OnePath will be New Zealand's largest manager of retail investment funds including KiwiSaver and will hold a leading position in the insurance, wholesale investment and listed property markets," Fagg said.

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Comments from our readers

On 5 August 2010 at 10:52 am Robert said:
What an awful name, but suppose it fits with the new ANZ branding which is pretty awful as well.
On 5 August 2010 at 11:18 am Jin said:
I disagree - I am glad that someone has taken the opportunity to move away from three letter acronyms and stand out from the crowd.
On 5 August 2010 at 11:43 am Bob said:
They forget to mention it is a nice way to distance themselves from their frozen funds issue! Still mutton dressed as lamb if you ask me...
On 5 August 2010 at 11:49 am Mika said:
I think it is a great name and believe that there will be a positive Path ahead
On 5 August 2010 at 11:49 am JP said:
Do you wonder who comes up with these names? Not very original. Shire OnePath | Hunter Syndrome & Gaucher Disease Treatment Support ... Shire HGT OnePath is provides comprehensive enzyme replacement therapy support for patients and healthcare providers. Onepath Systems, LLC | Integrated Building Infrastructure Solutions ... Onepath Systems, LLC is a leading provider of Integrated Building Infrastructure Solutions in the Southeast engaged in the consulting, design, project implementation and ... Foxcom, a Division of OnePath Networks - Home Page Bringing fiber optic technology, RF over fiber systems, and HFC broadband network solutions for all related fiber-optic companies.
On 5 August 2010 at 2:40 pm Rob said:
OnePath covers more than just funds management. Don't tarnish all the area's with the OneBrush!
On 6 August 2010 at 10:17 am JP said:
Rob, you seem to know more about this that anyone. Do you work for ANZ? or their marketing arm. OnePath, as seen from my original comment is not very original. I guess you are in marketing, defending the huge dollars charged to come up with the name. It does not matter if it crosses more than fund management my comment was, the name OnePath is not very original, and it is not!
On 6 August 2010 at 4:20 pm Rob said:
My comments were directed at Bob's comments relating to mutton dressed as lamb. I for one say good on them for coming up with something distinctive which isn't just a silly acronym or made up word or the usual bandwagon of mindless three letter names. Welcome to 2010 where its cool to be different!
On 14 August 2010 at 8:05 pm Michael Reid said:
Agree it's a relief not to have another wealth management acronym in Australia and the meaning behind OnePath is clear. Not a catchy name which I think is important from a marketing perspective - but 2 out of 3 ain't bad.
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