AMP advice businesses become Akumin

Mike Taylor

Managing Editor and Publisher

6 March 2025

The AMP Limited advice businesses have been rebranded as Akumin, following last year’s sale to AZ-NGA and Entireti.

The rebrand was announced by the newly branded company’s chief executive, Matt Lawler who said the name reflected  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.

Lawler 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.

AMP chief executive, Alexis George said the rebrand signalled 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.