Chief executive Mike McHenry originally founded the business in 2013 to provide audit services and technical support to accounting firms servicing SMSF clients.

Mr McHenry said the name change comes after the deliberate choice to specialise as an SMSF provider rather than participating in the broader advice or planning space.

“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,” he said.

“Our value proposition has always been to offer a simple, ‘seamless’ solution in the SMSF space.

“From this, the aim is to make our new name, Seamless SMSF, the premier brand in our industry.”

The group said in the six years since its founding, it had become one of the largest SMSF providers in the market, and now services more than 10,000 SMSFs across over 190 client firms.

SuperAA said its name change to Seamless SMSF would take effect from 10 February.

The announcement comes following the group’s recruitment of former SuperConcepts general manager of business development Stephen Doulgeridis as general manager for Victoria in November.