Specialist SMSF audit and administration service provider Superannuation Advisors Australia, also known as Super AA, has rebranded, taking on the new name of Seamless SMSF.
According to the organisation, the rebranding exercise has been undertaken to more accurately reflect its service proposition and product suite.
While the official brand launch will not take place until the SMSF Association National Conference, commencing on 19 February, the name change will take effect from today.
“We’ve deliberately chosen to specialise as an SMSF provider and not to participate in the advice or planning space,” Seamless SMSF chief executive Mike McHenry said.
“As a consequence, we needed a brand that best reflects what we do and how we do it, a brand to take us into the future, and this is precisely what Seamless SMSF does.
“Our value proposition has always been to offer a simple, ‘seamless’ solution in the SMSF space.”
McHenry added it was the firm’s intention now to work towards making Seamless SMSF the premier brand in the sector.
Super AA was established in 2013 originally to provide technical support and audit services for SMSFs, and since its inception has expanded the range of services it offers supporting SMSF advisers and accountants to include annual and daily fund administration.
Over 190 advisory and accounting practices representing 10,000 funds are clients of Seamless SMSF, with the organisation consisting of 40 local staff and 95 offshore employees providing compliance services situated in Ho Chi Minh City, Vietnam.
In November last year, Seamless SMSF, or Super AA as it was then, appointed former SuperConcepts senior executive Stephen Doulgeridis as its general manager.
