Natwest harmonises Cushon into group brand
Natwest has harmonised the branding of the pensions fintech it acquired last year into line with the group’s branding.
Cushon, a workplace savings and pensions platform, was acquired by Natwest in 2023, with 15% of the business originally retained by the Cushon management.
The bank’s intention was to offer Cushon’s proposition to Natwest Group commercial customers in its commercial, institutional and wealth businesses.
On Wednesday (24 July), the bank extinguished the original Cushon branding, replacing the brand iconography with the Natwest logo device using Cushon as a sub-brandline.
“We’re launching our new look today, bringing you the best of both our worlds,” a company spokesperson said in an announcement on social platform, LinkedIn. “Cushon’s unique innovation and agility plus Natwest’s strength, scale and recognition.”
The Cushon Master Trust is to retain its name, according to a report by DC pensions site Corporate Adviser, while Natwest Cushon will remain separate within the group.
In a statement, Ben Pollard, founder and chief executive of Cushon said it was important the new brand represented the best of both that customers get from Natwest Cushon.
He added: “Cushon’s pink fizz is a winning combination for savers and employers.”