Description:

Australia’s largest advice network has a new name, a new identity, and a bold new direction. Akumin signals a powerful transformation for financial services in Australia, born from the strategic partnership between AMP, AZ NGA and Entireti. With decades of history behind it, the shift from AMP Advice to Akumin marked a defining moment in the evolution of the profession.

The opportunity was clear: unify thousands of advisers under one purpose-led brand, elevate their voice, and build pride in a profession navigating significant change. Against a backdrop of regulatory reform, declining trust, and shifting public sentiment, Akumin set out to reframe financial advice as something vital, trustworthy, and deeply human.

Grounded in a strategy of co-creation, advisers were brought into the process from the beginning. The new name draws on "acumen" to signal intelligence, insight, and practical expertise. The brand idea, Ultimate Partner, places advisers at the centre, reflecting the role they play in shaping lives and futures.

Every part of the identity expresses this renewed sense of confidence. The visual language breaks free from industry norms. It is bright, immersive, and unexpected, using animated stats, bold infographics, and a graphic system designed to make complex information feel clear and empowering. Photography captures real advisers as thought leaders and changemakers. Typography is sharp, direct and contemporary.

Akumin creates a sense of unity and momentum. It fosters community, confidence, and a deep connection to purpose. It attracts new talent and re-energises seasoned professionals. The brand has become a catalyst for cultural change, restoring pride and redefining what it means to lead in financial advice.

Akumin is more than a name. It is the future of advice, powered by people.