Rest Industry Super rebrands as Rest as it accelerates advances to its customer experience

Rest Industry Super, one of Australia’s largest superannuation funds with nearly 2 million members, will from today be known as Rest, with the launch of a new brand that reflects the smart, new ways the fund is connecting and communicating with customers.

This major brand repositioning is the first undertaken since Rest was founded for members in 1988, and reflects the fund’s transformation, strategic direction and strong customer focus.

A new logo and visual identity support the change, which reflects Rest’s significant investment in customer experience technology, services and offerings that benefit members and employers.

Rest Interim Chief Executive Officer, Andrew Howard, said that the new brand was about the fund’s evolution and response to customer expectations and needs.

"We’ve listened to our customers and are continuing to refine our offering to meet the increased demand for brand experiences that are real, convenient and connected.

“Our members have asked for a super fund that helps make it easier for them to connect with us and to keep their super in good shape. Rest’s new brand reflects the evolution in how we interact across a multitude of channels. These include our new and enhanced digital options like the Live Chat function on our website, interactive online member statements, and the Rest app with an industry leading in-app messenger.

“As of April, members and employers can expect to see a fresh, new logo and look that represents Rest’s transformation.

“We’re excited to develop and implement innovative and intuitive tools to communicate with members as we enter this next phase of our journey. Members and employers can be assured of our commitment to keep them informed at every step of the way.

“Putting our members first, every day, in everything we do is at the core of our customer experience strategy,” said Mr. Howard.

Rest’s innovative approach to engaging with young members has been previously recognised by the industry, with Rest winning the Rainmaker SelectingSuper Innovation Award for Millennial Superannuation at the Rainmaker SelectingSuper Awards in 2017.

“Rest is founded on a commitment to offer our members low fees and competitive long-term performance. A strong brand helps ensure we retain and attract members and provide them with the tools and advice to work together towards tomorrow,” said Mr. Howard.