The new name, SuperConcepts, incorporates the range of services the business now offers  including SMSF administration, education and software services.

Existing brands including AMP SMSF Solutions, Ascend, Cavendish, Justsuper, Multiport, SuperIQ,  SuperMate and yourSMSF will operate as sub-brands of SuperConcepts. The  business will remain wholly owned by AMP.

Natasha Fenech will continue to lead the business, moving from her role as Managing Director, AMP  SMSF to the role of Chief Executive Officer, SuperConcepts.

“We have grown considerably over the last year, both organically and through a number of strategic  acquisitions, increasing our scale and efficiency in a rapidly growing and highly-fragmented  SMSF administration market,” Ms Fenech said.

“This change  unifies our businesses and teams, better positioning us to pursue the next  phase of our growth strategy, which will be driven by high-quality customer service, access to a range of market leading SMSF product providers and the ongoing delivery of a superior SMSF software solution, SuperMate,” Ms Fenech  said.

The SuperConcepts brand, which has been operating in the SMSF market since 1985, was selected after extensive market testing.

“We know from our research that the brand is well regarded, trusted and resonates with our customers across all of our services,” Ms Fenech said.

Customers will not experience any immediate change to how they interact with their provider. All customers are encouraged to contact their relationship manager with any questions.

Appointment of SuperConcepts board and leadership team

The SuperConcepts business will be supported by its own board, including a non-executive chairman  and five directors, to continue with the strategy to grow the scale of the business.

Mr Richard Grellman AM has been appointed as Chairman of the board. Mr Grellman has significant experience in financial services, gained through more than 30 years at KPMG and a number of roles as Chairman and Non-executive director of several public  companies, including Crowe Horwath.

Other appointees to the board include:

• Andrew Bloore, former Chief Executive Officer, SuperIQ
• Jonathan  Deane, Chief Innovation Officer, AMP
• Stuart  Forsyth, Director and Consultant, McPherson Super Consulting and former ATO  Assistant Deputy Tax Commissioner for Superannuation
• Paul  Sainsbury, Chief Customer Officer, AMP
• Natasha  Fenech, Chief Executive Officer, SuperConcepts

“We’re excited by the knowledge and expertise the new board will bring to our business,”  Ms Fenech said.

In addition, a new leadership team comprising nine people has been established to support the  growth of the SuperConcepts business.

Stephen Doulgeridis, founder of Justsuper has been appointed as General Manager, Business Development, while former Supercorp Chief Executive Officer, Kurt  Groeneveld, has been appointed as Chief Technology Officer.

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