It was awesome to see advisers’ respond so positively when Nadine unveiled our refreshed brand at ENGAGE 2020 - we hope you like it as much as we do! You’ll notice On Point’s got a new look and so does Adviser Hub – and we’ll be updating product material and other communications over the coming months.
Why change?
One of the key elements of our strategy is our brand - it needs to appeal to the customers we want to target moving forwards and, most importantly, build trust.
While we want to retain the good things we’re known for, such as being a New Zealand company, having integrity and doing the right thing, our research clearly showed a need for change.
We need to shift from a brand that feels ‘corporate’, has low consumer awareness and doesn’t differ greatly from our competitors; to a brand that has broad appeal (especially to consumers), is aligned to our strategy and stands out as distinctive in the market.
What the new look means
We’re all about protecting your way of life. Our refreshed identity reflects our New Zealand-ness and shows we’re proud to be a New Zealand company. We’ve taken inspiration from nature and the people of New Zealand.