StatePlus was acquired by First State Super in 2016. Now it’s time to consolidate our two brands under a single new brand Aware Super.

We will also be changing our name from State Super Financial Services Australia Limited (trading as StatePlus) to Aware Financial Services Australia Limited.

First State Super began as a public sector fund in NSW for government employees. Today it’s an industry fund, serving members from a variety of industries in both the public and private sectors across Australia. 

Currently we’re managing two brands under the First State Super banner – First State Super (our super fund), StatePlus (our advice business) - and we have merged with VicSuper in July this year, meaning we now have a third brand to support.

As we look to the future, we’ve thought deeply about the need to create a single brand.

One recognisable brand is more cost-effective to build and support over time. We are very conscious of our responsibility to spend our members’ funds prudently. By consolidating under one brand, we’re able to amplify our impact and achieve greater economies of scale. 

In addition, many of our members have spoken to us about the confusion of First State Super with many other brands that sound similar (such as First Super, Colonial First State and State Super).

It’s a brand that reflects who we are and who we strive to be in the future. It’s a brand we chose together in consultation with many of our members and it's a brand that members liked because it clearly signals our action and intention.

Aware Super echoes our core purpose (to be a force for good, shaping the best outcomes for our members, their families, communities and the superannuation industry).

Aware Super celebrates and honours the spirit and actions of all our members. The extraordinary Australians, who we are proud to serve.  It also demonstrates our ongoing commitment to action and impact – for our members, their communities and the world we live in.

Because we are Aware our:

• Members pay low fees¹ and receive strong long-term performance², without compromising on the integrity of the way we invest.
• Members access their super through our intuitive award-winning³ app, over the phone or face to face via our dedicated service teams in 68 locations.
• Members benefit from easy access to a comprehensive range of quality financial advice and education services.
• Members’ assets are invested to improve our communities, build a sustainable economy and support employment both locally and globally at the same time as achieving strong long-term returns² and delivering strong retirement outcomes.

Aware Super is simply a brand for who we’ve always been.

As we roll out our new brand and name, we will minimise waste by running down stock and replacing with new stock as required. We will also be recycling or reusing assets that can’t be run down.

Brand names can be subjective, so we established criteria that our brand needed to meet. It needed to be aligned to our purpose and our brand promise. It needed to be legally distinct and available. Finally, it needed to reflect the type of brand that members, clients and the market want.

When we engaged with members and clients across the country, they told us that they want our future brand to reflect what we do and the difference we can make – to them and their communities. Aware Super tested very well and met all three criteria.

Clients, members, potential members and colleagues were engaged throughout the work we did to establish our new brand and positioning. Our choices and direction reflect their feedback and have been validated continuously through the process.

We also actively engaged and secured support from our Board through the process. Our Board consists of both employer and member representatives to ensure that the needs of those they represent are met and that decisions like this are made in their best interests.

While our brand may be changing, our commitment to helping you live the life you choose won’t waver. You will continue to transact with us as you always have, and our local service centre representatives are here to help as they always have been. If you have a financial planner, that relationship won’t change.

Changes you’ll see over the coming months include:

• All correspondence you receive will have the new brand look and feature our new logo.
• All financial planning information will move to the new Aware Super branded website which will replace the current StatePlus site. 
• Our member service centres and advice offices will feature new signage to reflect our new brand Aware Super.

While we have a new brand, our advice offer won’t change. We will continue to offer specialist advice services, such as expert advice on defined benefit schemes and retirement planning.

If you have a financial planner, your relationship with them will remain the same.