March 5, 2025: Business services partner, Entireti, will rebrand its NewCo subsidiary to Akumin, reflecting the group’s mission to build a fresh identity and forge a new path as one of Australia’s leading non-institutional providers of licensing and business support services.
Speaking at the group’s annual adviser conference in Brisbane today, Matt Lawler, Akumin Chief Executive Officer said the rebrand marked another significant milestone in its separation from AMP and also celebrated the knowledge, capability and creativity of the group’s financial advisers and their teams.
“The name Akumin is inspired by the professional judgement, discernment and acumen of the experienced people across our network,” he said. “These qualities and strengths are critically important in financial advice but our businesses and people are also innovative and progressive so we wanted a brand that reflected all our unique attributes and would help us standout in a competitive market.”
Alexis George, AMP Chief Executive Officer said the rebrand signaled an exciting new era for the businesses within the Akumin network and the broader advice industry in Australia.
“AMP has always believed in the life-changing benefits of quality financial advice and will continue to be an advocate for the profession as we maintain our close relationship with Akumin,” she said.
The launch of Akumin follows Entireti’s recent acquisition of AMP Limited’s financial advice businesses, including AMP Financial Planning, Hillross and Charter Financial Planning, which had been temporarily operating as NewCo.
Akumin houses those offers including AMP Financial Planning, which will be rebranded to Akumin Financial Planning.
Late last year, Entireti appointed an external creative agency to help develop a new brand identity, in collaboration with the group’s employees and advisers, that encapsulated its vibrant culture, long history serving Australians and bright future.
The process involved surveys, brand workshops and one-on-one engagement, in close consultation with the group’s representative body, The Advisers Association (TAA).
From a shortlist of names, Akumin was selected by the network.
According to Neil Younger, Entireti Group Chief Executive Officer, the rebrand, just months after the completion of the AMP transaction in December, highlighted the desire of the group’s advisers and employees to move forward, under a new name, vision and strategy.
“It is really exciting to start this next chapter with a new brand, and we remain focused on supporting Akumin advisers through this transition,” he said. “Akumin, alongside the broader Entireti business, has exciting plans to grow and expand the range of services we deliver to advice businesses.”
Representing The Advisers’ Association, Scott Montefiore, said advisers were highly engaged throughout the process, resulting in the creation of a “great brand”.
“Akumin captures the essence of our advice community and what we stand for,” he said. “It is professional, modern and a good platform to build out a compelling licensee offering to advisers. We look forward to continuing to work together to represent, protect and enhance the interests of our members.”
In total, Entireti, which includes Fortnum Private Wealth, Personal Financial Services and Akumin, has circa 1,300 financial advisers, 400 businesses and around 180 employees.
For more information, please contact: Leng Ohlsson Principal, Splash Content
M: 0409 509 516
Background
In 2024, Entireti, AZ NGA and AMP Limited entered a strategic partnership to provide comprehensive licensing and business services to AMP’s self-employed and self-licensed practices.
Under the deal, AZ NGA acquired AMP’s minority equity stakes in 16 AMP-aligned firms, and Entireti acquired AMP’s financial advice businesses including AMP Financial Planning, Hillross, Charter Financial Planning and Jigsaw Advice Solutions.
A joint venture entity, 70% owned by Entireti and 30% owned by AMP, was established and tentatively named NewCo to provide licensing and business services to the AMP businesses transitioning to Entireti.
About Entireti
Established in 2010, Entireti is one of Australia’s leading licensing and business support companies. Its core offers include Fortnum Private Wealth, Personal Financial Services (formerly Australian Unity Personal Financial Services) and Akumin.
The group’s mission is to build better futures for its employees, clients and advisers.
Entireti’s values-based approach and extensive capabilities enables it to closely partner with advisers and entrepreneurs to build successful businesses and, ultimately, see their clients achieve their goals and objectives.
