The self-managed super fund (SMSF) administration and audit firm Superannuation Advisors Australia – known as “SuperAA” is changing its name to Seamless SMSF to better reflect its service delivery and product suite.
Set up in 2013 by CEO Mike McHenry, the business originally serviced accounting firms providing SMSF audit services and technical support. In the six years since, the business has undertaken a business strategy to expand its service suite to include annual and daily SMSF administration solutions, maintaining its focus on the core advisor and accountant markets.
The strategy has paid off, with the firm experiencing significant year-on-year growth from 2013 to 2019 to reach the 10,000 SMSF mark across more than 190 client firms, making it one of the largest SMSF providers.
McHenry says: “We’ve deliberately chosen to specialise as an SMSF provider and not to participate in the 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.”
“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 name change takes effect on 10 February 2020 and the brand will be officially launched at the SMSF Association National Conference on the Gold Coast from 19 to 21 February.