Cushon has rebranded to NatWest Cushon, a year on from the bank acquiring an 85 per cent stake in the business.

The change follows the investment made by NatWest Group into the development of Cushon’s products and technology over the past 12 months.

In June 2023, NatWest Group completed the acquisition of a majority shareholding in Cushon of 85 per cent for £144m, with Cushon retaining the remaining 15 per cent of the business.

NatWest Cushon will also adopt NatWest’s tagline: ‘Tomorrow begins today’, and said this reflected its ambition to make pensions easier and more accessible for employees and employers.

Beyond the business rebranding, there will be no impact on the products available to customers or employers.

Cushon Master Trust has not been renamed and NatWest Cushon will remain a separate company within the NatWest Group.

NatWest Cushon said it would continue to work collaboratively with other organisations, policymakers and individuals towards tackling the ‘big issues’ facing the pensions industry, such as engagement, trust, increasing consolidation, and how to encourage people to save more, earlier.

Commenting on the announcement, Cushon founder and CEO, Ben Pollard, said: “A year since we became part of the NatWest Group, we wanted a new brand to represent the ‘best of both’ that customers get from NatWest Cushon.

“The peace of mind of that your money is being looked after by one of the UK’s largest banking groups, plus the tech-led experience and innovation that you would expect from a Great British fintech.

“NatWest’s purple-power plus Cushon’s pink-fizz is a winning combination for savers and employers.”

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