Pension and savings fintech Cushon has officially rebranded to NatWest Cushon, one year after the UK retail bank took an 85 per cent stake in the business.
NatWest completed its acquisition of a majority shareholding in the workplace savings and pensions fintech in June 2023.
The deal was initially agreed in February 2023, with NatWest Group revealing it would acquire 85 per cent of Cushon for £144million, with 15 per cent retained by Cushon management. The acquisition was subsequently approved by the FCA a few months later in May.
The rebrand follows this investment into the development of the business’s technology and products in the past 12 months as it continues its growth journey.
Ben Pollard, founder and CEO at Cushon
Ben Pollard, founder and CEO of Cushon, discussed the rebrand: “A year since we became part of the NatWest Group, we wanted a new brand to represent the ‘best-of-both’ that customers get from NatWest Cushon. The peace-of-mind of that your money is being looked after by one of the UK’s largest banking groups, plus the tech-led experience and innovation that you would expect from a great British fintech. NatWest’s purple-power plus Cushon’s pink-fizz is a winning combination for savers and employers.”
NatWest’s tagline ‘Tomorrow begins today’ will also be adopted by NatWest Cushon and is the perfect reflection of its ambition to make pensions easier and more accessible for employees and employers alike.
Tackling the ‘big’ pension issues
The business’s new identity hopes to highlight NatWest’s financial strength and heritage, as well as Cushon’s fintech innovation and agility.
Beyond the business rebranding, there will be no impact on the products available to customers or employers. The Cushon Master Trust has not been renamed, and NatWest Cushon will remain a separate company within the NatWest Group.
NatWest Cushon will continue to work collaboratively with other forward-thinking organisations, individuals, and policymakers as we all strive to tackle the big issues facing the pensions industry such as customer engagement, trust, increasing consolidation and how best to encourage people to save more, earlier.
The business, now with the familiar name of the NatWest group attached, will continue innovating to remove complexity associated with our industry and make it easier for people to save for their futures.
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