A new look, a sharper identity, and a bold plan for the next five years – CEO reveals insights
Last week, Avanti Finance announced a major rebrand. Now, CEO Fred Ohlsson says the lender is setting some ambitious growth targets, and is planning to double its business over the next three to five years.
Avanti has a 35-year track record in New Zealand, handling everything from property loans, to car loans, to unsecured personal lending. Ohlsson said the rebrand reflects Avanti’s growing momentum, as well as its sharpened focus for the future.
“It had been some time since Avanti had rebranded, and with our new aspirations and more explicit targets and ambitions, we felt it was time for us to refresh,” Ohlsson told NZ Adviser.
“We’ve done a lot of work in the technology space to help us stand out a bit more to our introducers, advisers and customers. We felt it was equally important internally for the team as we take the leap and move towards a stronger growth journey.”
Not a ‘non-bank’, but a specialist lender
As part of its rebrand, Avanti has made the conscious choice to drop the term “non-bank” – a label that Ohlsson said doesn’t quite tell the right story.
Instead, the new brand leans into what Avanti does offer – lending that’s flexible, case by case, and often outside the scope of traditional finance providers.
“We’re not a bank, and it’s strange to name yourself after something that you’re not,” he said.
“We handle auto loans through car dealers, unsecured personal loans, risk-based lending that the main banks won’t do – and of course, we do home lending that’s a bit ‘out of the box.’ If there are any grey areas or the banks simply say no, we might say yes. A lot of what we do is of a very specialist nature, and so ‘specialist lender’ depicts what we do much more effectively.”
Those “grey areas” of property lending is where a lot of adviser clients come in, and for Avanti, mortgage advisers remain a crucial part of the strategy.
Ohlsson said that advisers are often uniquely placed to support customers across various financial channels, often through a trusted relationship that remains over time. Avanti is hosting a nationwide roadshow for advisers starting in June, where attendees will get an in-depth look at the lender’s products and long-term vision.
“The advisers are very important partners for us in the property space,” Ohlsson said.
“I think advisers do need more products that can work for their customers, and work with the customer throughout the life cycle. That’s what we’re aiming to showcase.”
Leadership with a clear vision
Ohlsson joined Avanti in 2024, but he is no stranger to the industry. With over 25 years of experience across Australia and New Zealand’s finance sectors, he's brought significant leadership insight, and says his focus has always been on building strong teams and executing a clear strategy.
Ohlsson formerly managed several large teams at ANZ, including the retail business banking team in New Zealand, and the retail, business, commercial, rural and corporate banking teams in Australia.
“I picked up the ability to lead and motivate people, and also work with teams to create a strong vision and goal, which has held me in good stead here,” he said.
“I was very lucky walking into Avanti, as it was already an established team of very strong people. Having a clear strategy is also important, and not trying to do too many things at once. That’s our goal right now. We know what we’re really good at, and so we’ll continue our growth path and stay focused on the areas where we want to win.”
While the economic environment remains challenging, Ohlsson said that Avanti is staying close to its customers and partners as it navigates the road ahead. With the rebrand now launched, the next step is bringing the new identity to life.
“It’s still pretty tough out there in the economy,” he said.
“It’s important for us to work with our customers and ensure that we’re supporting them, and keeping an eye on what’s happening over the next year. What we’ve done with the brand in the last week is just the beginning. Now, we’re going to make it come alive with our introducers, our customers, and our staff.”
