ANZ goes on the OnePath

ING Australia has investment platforms called OneAnswer and PortfolioOne, and it has a life insurance product called OneCare. It's all about giving the customer an all-in-one service that's number one (or something like that).

So it wasn't a big stretch to get to OnePath, the name ANZ has chosen to use when it has to give up the ING name in November. ANZ bought ING out of their wealth management joint venture last November and took full ownership of ING Australia.

ING New Zealand will also be re-branded OnePath. Brand consultancy FutureBrand worked on the project.

OnePath is part of ANZ Wealth (Australia), grouped with E*Trade, ANZ Investment Lending, ANZ Financial Planning and ANZ Private Bank.

The bank signalled its intention to go after growth in wealth when it announced last month that former St Andrews Insurance boss John Van Der Wielen would take up a new role as managing director wealth.

The bank is hoping to create a specialist wealth capability by grouping the businesses together.

These changes relate to the Australia and New Zealand wealth businesses. Expansion of wealth activities in Asia will be managed separately.