AMP’s existing SMSF brands, which include AMP SMSF Solutions, Ascend, Cavendish, Justsuper, Multiport, SuperIQ, SuperMate and yourSMSF will operate as sub-brands of SuperConcepts.

The current managing director of AMP SMSF, Natasha Fenech, will be chief executive officer of SuperConcepts.

“This change unifies our businesses and teams, better positioning us to pursue the next phase of our growth strategy, which will be driven by high-quality customer service, access to a range of market leading SMSF product providers and the ongoing delivery of a superior SMSF software solution, SuperMate,” Ms Fenech said.

As SMSF Adviser reported last week, the business will be supported by its own board. AMP today confirmed the board will include former assistant deputy commissioner, superannuation at the ATO, Stuart Forsyth; SuperIQ’s chief executive Andrew Bloore; and chief customer officer at AMP Paul Sainsbury.

AMP also announced the rest of the board will include Ms Fenech, as well as Jonathan Deane, chief innovation officer at AMP.

Richard Grellman AM has been appointed as chair of the board.

Further, Stephen Doulgeridis, founder of Justsuper, has been appointed as general manager, business development, while former Supercorp chief executive officer, Kurt Groeneveld, has been appointed as chief technology officer.