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Wealth and accounting provider CountPlus is set to rebrand in a bid to attract new clients, employees, and acquisitions.
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CountPlus unveils brand transformation
08 May 2023
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9 minute read
CountPlus Limited will change its name to Count Limited after an overwhelming proportion of shareholders voted in favour of rebranding in an extraordinary general meeting last week.
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Chief executive Hugh Humphrey said the change signalled a dynamic new phase for the company and represented a unification of the corporate businesses and greater opportunities for growth.
“We’re incredibly pleased 99.94 per cent of the votes cast by our shareholders endorsed our transformation to a single, strong brand focused on making a positive difference for our clients and investors at a time when accounting and advice services are needed more than ever,” Mr Humphrey said.
In line with the rest of the accounting industry, the accounting segment of the group has been impacted by resourcing challenges that had an unfavourable impact on its cost base and staff production levels, he said.
In its half-year results, CountPlus said the management team was focused on working with member firms to improve the key financial, cultural and strategic drivers and generate stronger organic growth and acquisitive activity.
The group is hopeful its brand transformation will boost its national presence and attract new clients, employees and business acquisitions.
“Our company name change, brand transformation and new value proposition give our clients greater certainty about our offering, providing them with the confidence to look ahead,” said Mr Humphrey.
The new brand direction follows two recent acquisitions undertaken by the company, including the acquisition of financial advice business Affinia as well as the acquisition of Richard Hill, a Sydney-based accounting firm.
Count will conduct a phased roll-out of its new branding over the coming months. Four equity partner firms operating in eight different locations around the country have chosen to rebrand their firms as Count.
Mr Humphrey said heightened uncertainty in global markets, a cost of living crisis, an ageing population and reduced availability of financial advice is delivering unprecedented demand for the skills and services that financial planners and accountants possess.
“As one of Australia’s only truly integrated provider of wealth and accounting services, Count is uniquely positioned to service this increasing demand.”
“We remain committed to delivering high quality financial advice for our clients. This new strategy strengthens Count’s position as a major player in the future of wealth management advice in Australia.”
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