Cushon, the pensions start-up acquired by NatWest last year, has rebranded in a bid to merge the strengths of both brands.
The new identity, NatWest Cushon, aims to combine the established bank’s financial strength, knowledge and heritage with Cushon’s uniqueness, agility and innovation.
While the smaller company will retain its pink colour and tone of voice, its logo now features NatWest’s three chevrons.
NatWest bought an 85% stake in Cushon in June 2023. The provider offers workplace pensions and savings products, as well as personal savings products such as ISAs.
Ben Pollard, Founder and CEO of NatWest Cushon, said: “While tapping into the recognition, resource and expertise of an established bank, NatWest Cushon retains its agility and innovative attitude – and crucially its pinkness!
“Continuing to build on our core identity is essential to making sure we deliver services that are friendly and easy to use for both savers and employers.”
