Smartgroup has introduced its refreshed brand, “Smart,” marking a significant step forward in delivering an enhanced experience for its clients and customers. The rebrand consolidates the former Smartleasing and Smartsalary offerings into a unified platform designed for simplicity, accessibility, and innovation.
Chief Customer Officer Bianca Bates shared the vision behind the rebrand, stating, “We are excited to introduce Smart, a brand that embodies our commitment to creating seamless and intuitive experiences. Smart reflects our focus on delivering benefits in a way that is simpler and smarter for everyone.”
The rebranding effort features a redesigned website that prioritises user-friendly navigation and functionality, providing a central hub for customers to explore and manage their benefits. This evolution aligns with Smartgroup’s strategy of creating a cohesive brand that delivers rewarding experiences while simplifying access to its services.
Smart’s rollout began in early 2024, with customers introduced to the new logo’s streamlined design throughout the year. With a reputation as Australia’s largest salary packaging and novated leasing provider, Smart is trusted by a diverse range of clients, from government organisations to private companies and family businesses. The new brand reflects Smartgroup’s dedication to building on its established success with a forward-thinking, customer-focused approach.
