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State Super FS rebrands, mulls business expansion

State Super Financial Services has unveiled a new name and brand, as it looks for business expansion opportunities and places digital transformation front and centre.

 Managing director Michael Monaghan said the new name, StatePlus, went hand in hand with a new digital business model, which places the customer experience at the core of its 18 offices (including three newly opened offices).

"This transformation represents the culmination of a four-year commitment to offering the highest standards of advice by using the best that digital technology has to offer," said Mr Monaghan.

"The change signifies our ability to continue delivering client-centric services and advice in a technology-driven, professional financial planning business that can now better serve our clients and partners."

Mr Monaghan said part one of the business's transformation was largely complete after growing its planner numbers to 160 and deploying Midwinter's cloud-based AdviceOS offering across its entire adviser network nationwide.

"The goal was to be multi-channel so clients can make their own choice about how they want to do business with us either through digital or traditional channels," Mr Monaghan said.

As part of its expansion StatePlus chairman Peeyush Gupta said that the rebranded StatePlus would look to open more offices around Australia so that it has a national footprint and would consider going offshore.


Tracy Murphy, StatePlus general manager of human resources, said that ensuring the organisation's values remained at the core of the change was a key priority.

"StatePlus is front and centre in the mission to improve standards in our industry and make financial planning a trusted profession in its own right. We expect all our planners to be members of the Financial Planning Association and to be CFP® qualified or working towards that qualification. That shows clients and partners we are committed to the highest standards of advice," she said.