Novia becomes Wealthtime in final stage of group rebrand
Anacap-owned platforms Novia and Wealthtime are now unified under the single group brand Wealthtime. The final stage of the group-wide exercise sees Novia rebranded to Wealthtime. The former Wealthtime platform underwent its rebrand to Wealthtime Select in July this year in order to give that change time to bed in before the Novia rebrand.
Users will be directed to a new Wealthtime website to access both Wealthtime and Wealthtime Select platforms.
The two platforms, which will continue to operate as distinct propositions, meeting different price, investment and functionality requirements to service the needs of their respective customers, will focus on service excellence. Service and technology are key areas of investment for the Group.
The decision to rebrand is the final stage of a strategic review that was instigated following the purchase of the business by AnaCap in May 2021 and marks a new service-focused era for both platforms under CEO, Patrick Mill, and his executive team.
Patrick Mill, Group CEO, says: “We announced our intention to bring the two businesses together under the one Wealthtime brand last year. This is a key element of our next stage of growth. The rebrand and redesign of both platforms builds on the many improvements we’re making to the business, including our ongoing investment in technology, and the commitment to make continual improvements to service across both platforms. All of these are designed to ensure we provide the very best proposition and outcomes for years to come for all our customers.”