'Mistaken identity' behind WSSA rebrand

WSSA chief executive Douglas Latto said the new name is better suited to the association, which represents workplace superannuation specialist advisory businesses.

"What our members are really focused on is bringing financial education to the workplace. We believe our new name better reflects the type of work our members actually do with employees, including education, advocacy and employee empowerment," Mr Latto said in a statement.

"In the past, we were sometimes mistaken for an association of corporate super funds when what we really do is construct communication programmes in conjunction with employers and policy committees, to ensure their employees are getting the most out of their super and managing it appropriately."

WSSA members will continue to work to a set of guiding principles that include a focuse on accessibility, financial literacy, efficiency, transparency, affordability and adequacy. This has been enshrined in a new code of conduct which members must adhere to, Mr Latto said.

The WSSA also works with regulators, government, funds and members.