Smart's brand story

A new name, a bold vision

I am excited to share a significant moment in our company’s journey: the rebrand of Smartshares to Smart.

A rebrand is not just about the selection of a new name and logo, it is an opportunity to examine our purpose, why we exist and how we do things.

For me, as CEO, becoming Smart is as much about our strategy & external vision, focused on customers, as it is about our own people. Being Smart is aspirational, it will shape who we are and how we work alongside our customers and partners.

For you, our customers, becoming Smart means us making investing easy to access with a wide selection of funds to help you make wise choices and build long-term savings.

Our new brand represents our core belief that the wise invest Smart.

Being Smart is learning from your own experiences and those of others. Education is the foundation of wise investment decisions. We are passionate about sharing our knowledge and making complex financial jargon stunningly simple.

Investing Smart can start with building savings through regular, long-term investments in market-tracking products. You or your financial adviser can use our fund building blocks to create your own personalised portfolio to grow over time.

Investing Smart could also start with our ‘ready-made’ investment packages combining different funds, giving you a shortcut to choose the mix that is right for your investment goals. For example, a conservative, balanced or growth fund.

For nearly three decades, Smartshares has been a trusted name in New Zealand’s investment landscape including several acquisitions that now make up our broader family of brands.

This first phase of the rebrand, where Smartshares’ ETFs have moved to Smart, lays the groundwork for further improvements in the way we serve you both in person and via self-service tools. Our next phase will bring SuperLife under the Smart brand, to consolidate a wide range of investment options from a single trusted source.

Being Smart is our commitment to making investing easier to access and understand, no matter who you are or where you are on your investment journey.

Being Smart is also our own journey, to continue improving, growing and creating new products. In the coming weeks, we will be launching new funds that align with global investment trends, offering you more choice.

Thank you for your trust and support during this exciting time. We are proud of what we’ve achieved together and look forward to a future where Smart continues to make it easier to invest wisely.

Warm regards,

Anna Scott
CEO, Smart

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