AMP licensees re-brand as Akumin

Entireti will rebrand the former AMP licensees it acquired last year to Akumin.

Entireti acquired AMP’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. From a shortlist of names, Akumin was selected by the network.

The process involved surveys, brand workshops and one-on-one engagement, in consultation with the group’s representative body, The Advisers Association.

Entireti, which includes Fortnum Private Wealth, Personal Financial Services and Akumin, has around 1300 financial advisers, 400 businesses and around 180 employees.