{"name":"AMP","domain":"amp.com.au","url":"https://optimly.ai/brand/amp","is_claimed":false,"categories":["fintech-financial-services"],"headers":[{"header":"Overview","sections":[{"key":"short_description","label":"Tagline","shape":"text","content":"AMP is an Australian wealth partner providing banking, superannuation, retirement and investment solutions.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"description","label":"Description","shape":"text","content":"AMP provides banking, superannuation, retirement and investment solutions in Australia and New Zealand. Its offerings include personal and business banking, home loans, superannuation, retirement guidance, investments and advice.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"}]},{"header":"Identity","sections":[{"key":"mission","label":"Mission","shape":"text","content":"To help realise the potential within all Australians and empower people to create a financial future that fits their dreams and goals.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"leadership","label":"Founders & leadership","shape":"text","content":"AMP Limited is led by Managing Director and Chief Executive Officer Blair Vernon. Mike Hirst is Chair and Independent Non-Executive Director. Other listed board members are Kathleen Bailey-Lord, Andrew Best, Rahoul Chowdry, Anna Leibel, Michael Sammells and Linda Elkins. Key superannuation leadership includes Melinda Howes, Group Executive, Superannuation and Investments; Anna Shelley, Chief Investment Officer and Executive Director; and Edwina Maloney, Group Executive, Platforms.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"website","label":"Website","shape":"text","content":"https://amp.com.au","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"voice_tone","label":"Voice & tone","shape":"text","content":"Optimistic, empowering, accessible and customer-focused, with an emphasis on helping people shape their financial future on their own terms.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"founded","label":"Founded","shape":"text","content":"1849","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"}]},{"header":"Offerings","sections":[{"key":"problem_solved","label":"Problem solved","shape":"text","content":"Helps Australians manage everyday money, grow wealth, prepare for retirement, access banking and home lending, and make informed financial decisions across different life stages.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"core_capabilities","label":"Core capabilities","shape":"text","content":"Personal banking and everyday money management\nBusiness banking for sole traders and small businesses\nSuperannuation and retirement solutions\nInvestment products and managed funds\nHome loans and property finance\nFinancial guidance, education and insights\nDigital banking with fraud and security protections\nPayments through the New Payments Platform and PayID","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"products","label":"Products / SKUs","shape":"text","content":"AMP Bank GO Everyday Account\nAMP Bank GO Everyday Business Account\nAMP Super / SignatureSuper\nAMP MySuper Lifestages investment options\nAMP Retirement solutions\nHome loans, including Equity Flex Loan\nMyNorth Index investment funds\nNorth Professional investment products","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"}]},{"header":"Audience","sections":[{"key":"target_industry","label":"Target industry","shape":"text","content":"Financial services, including banking, superannuation, retirement, investments and home lending.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"customer_base","label":"Customer base","shape":"text","content":"Over one million customers in Australia and New Zealand, including personal banking customers, business customers, superannuation members, retirees, investors, advisers and their clients.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"icp","label":"Ideal customer profile","shape":"text","content":"Australians seeking banking, wealth-building, superannuation, retirement, investment or home-loan solutions, including everyday consumers, sole traders, small businesses, super members, retirees and financial advisers.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"use_cases","label":"Use cases","shape":"text","content":"Managing everyday personal finances\nManaging small-business and sole-trader finances\nSaving and separating money into goals\nSending and receiving near-real-time payments\nGrowing wealth through investments\nManaging superannuation and retirement savings\nPlanning for and transitioning into retirement\nAccessing home loans and property finance","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"},{"key":"customer_outcomes","label":"Customer outcomes","shape":"text","content":"Greater confidence in managing money and planning for the future\nTools and support to grow wealth on customers' own terms\nAccess to banking, superannuation and retirement solutions\nMore convenient digital banking and payments\nSupport for more comfortable and confident retirement outcomes\nAccess to financial guidance, insights and simple advice","source_type":"1p_website","source_label":"Brand's website","source_url":"https://amp.com.au","updated_at":"2026-11-06T22:31:17.708296+00:00"}]}],"last_refreshed_at":"2026-11-06T22:31:17.713609+00:00","last_changed_at":"2026-11-06T22:31:17.719482+00:00","claim_url":"https://app.optimly.ai/sign-up?claim=beb7c072-9b51-4606-b99a-acdd55b48fdc"}