Onwards and upwards: Alt is now Up!

We have been going through a rather interesting process that we can now happily report is finally complete.

We have changed our name to “Up”.

Why the change?

While our previous name did a great job of communicating our position as an alternative to the “big four” banks, some of our users expressed concern around a possible negative connotation of the brand.

We really took these comments to heart. We believe a diverse, tolerant society is critical to a successful future for Australia and do not want to risk any perceived association with a position to the contrary.

We’re excited to move forward with a strong, positive name that speaks to ascendancy, improvement, advancement and prosperity.

What else has changed?

We’re updating our presence on social media to reflect our new name. Our website is now up.com.au — the good news is we’ve managed to shorten it by a letter!

Other than that, not much. If you’ve previously registered for early access there is no need to re-register. We’ll continue to keep you updated on our progress.

We’re excited to get stuck into 2018 — it’s going to be a great year! We can’t wait to tell you about some of the new developments we’re working on in the coming weeks.