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Mid-tier announces brand overhaul

A mid-tier network has announced a trans-Tasman rebrand as it looks to unify its services under one headline brand.

Business Jotham Lian 02 April 2019
— 1 minute read

Crowe Horwath Australia and New Zealand will now be rebranded as Findex, alongside other client facing brands including Centric Wealth and Prescott Securities.


The amalgamation strategy comes as the network seeks to better interconnect the existing service lines currently offered throughout its family office model.

Findex’s existing affiliation with Crowe Global will continue, with offices in both Australia and New Zealand continuing to operate audit and assurance services under the Crowe banner.

All existing 110 office locations across the Findex network will be rebranded throughout April.

“Bringing our services under one name gives our teams a better sense of being one business, working together for our clients. We’re able to bring our services and teams closer together even with the vastness of our office network as it allows for the best product, the goal of any business,” said Findex chief executive Spiro Paule.

Mr Paule said the multiyear plan was initiated by staff, who voted for the united brand as part of a larger strategic plan.

“The adoption of Findex as a client-facing brand allows our team to reposition their expertise beyond being an accountant to being a key financial adviser for small businesses and the people running them,” he said.

While noting the “significant investment” in new technologies to get its offices connected, Mr Paule said the decision to retain the Crowe Horwath name across its audit and assurance business was due to its visibility in the local market.

“The Crowe Horwath brand is a very strong and valuable one in the local market and it will continue to have a presence, especially across larger enterprise audit and assurance work,” he said.

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Mid-tier announces brand overhaul
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Jotham Lian

Jotham Lian

Jotham Lian is the editor of Accountants Daily, the leading source of breaking news, analysis and insight for Australian accounting professionals.

Before joining the team in 2017, Jotham wrote for a range of national mastheads including the Sydney Morning Herald, and Channel NewsAsia.

You can email Jotham at: This email address is being protected from spambots. You need JavaScript enabled to view it.