A rose by any other name.

26 June 2015

| By Rollover |

Rollover has always admired superannuation funds which have maintained titles which clearly explain their raison d'etre. Ergo, the Retail Employees Superannuation Trust (REST), Avsuper and, indeed, Auscoal.

Thus, he feels a certain regret at the news that Auscoal is being renamed Mine Wealth and Wellbeing. The name change will take effect from 1 July.

Of course, Rollover entirely understands that by moving to a brand such as Mine Wealth and Wellbeing, the super fund can extend its horizons, but he nonetheless feels that an era has come to an end, not least the era of Col from Auscoal.

Still Auscoal is by no means the first super fund to rebrand, and Rollover is reminded that the somewhat blandly-branded Professional Associations Super these days goes by the somewhat hip and happening brand, Kinetic Super.

AUTHOR

The Rollover

Rollover is a jaded hack who joined the staff of Super Review nearly two decades’ ago and never managed to summon the energy to leave. Known throughout the superannuation industry as a power-luncher and gossip, Rollover spends his time humouring fund managers, eavesdropping at conferences, dozing through briefings and looking for his next free meal.

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