The rebrand includes the launch of a new logo, a new website, updated advertising, direct member communication and a smartphone application, according to a statement by the fund.
“NGS believes in the importance of evolving their product offerings, tools and experiences in order to keep members engaged,” said the statement.
NGS chief executive Anthony Rodwell-Ball said funds are sometimes reluctant to change their branding, but NGS believes it can lead to an improved member experience.
“Every decision we make is a direct result of listening to our members, constantly having them front of mind in everything that we do, from fund investment to implementation of new technology and tools,” said Mr Rodwell-Ball.
“Members want their fund to get the fundamentals right. The member communications we are running in conjunction with the new look and feel launch will all provide a platform for further engagement as we strive to find new ways to connect with our members and their aspirations,” he added.
