Tomorrow begins today for NatWest Cushon

Words by: Cushon

Published on 24th July 2024

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2 min read

Notice anything different? Since our deal with NatWest in June 2023, when the bank bought an 85% stake in our business, we’ve been turbocharging!  

For starters, we’ve been plugging NatWest Group’s experience and clients into Cushon’s unique workplace savings and financial wellbeing offering. And to show that customers now get the best of both our worlds, we’ve got a fresh new look as well. 

Introducing… NatWest Cushon! 

Our new identity combines NatWest’s financial strength, knowledge and heritage with Cushon’s uniqueness, agility and innovation. From now on, it’s all about pink fizz with purple power!  

"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."

Ben Pollard, Founder and CEO of NatWest Cushon 

Making workplace savings easier and more accessible 

We’re also adopting NatWest’s iconic tagline ‘Tomorrow begins today’. It’s the perfect reflection of our drive and ambition to make pensions easier and more accessible for employees and employers alike.  

To that end, we’ll continue to work collaboratively with other forward-thinking organisations, individuals, and policymakers as we all strive to tackle the big issues facing the pensions industry. To name but a few, there’s the small pot problem, customer engagement and trust, increasing consolidation, and how best to encourage people to save more, earlier.   

We’ll also continue to research, develop and innovate to remove the complexity of pensions and savings and make it easier for people to build a feel-good future.    

Beyond the business rebranding, there will be no impact on the products available to our customers or employers. The Cushon Master Trust has not been renamed, and NatWest Cushon will remain a separate company within NatWest Group.     

We’re a key part of NatWest’s growth plan 

Our rebrand also reinforces the investment made by NatWest Group into the development of the business’s technology and products in the past 12 months as it continues its growth journey.  We provide diversification to the wider group’s portfolio of brands and products with our innovative and accessible workplace pensions and savings offering.   

For now, we’re rolling out the branding

It will take a little while to completely update everything to our new brand, so you might still see our old logo here and there. It’s a work in progress but we couldn’t wait any longer to share the news!  

But what do you think? We’d love to know! If you’d like to share your thoughts on our fresh new look, please connect with us on LinkedIn – comment on our announcement here.