KB Asset Management, "ETF Brand Changed to 'RISE'... Enhancing Competitiveness"

KB Asset Management announced on the 28th that it will change its exchange-traded fund (ETF) brand to ‘RISE’ and embark on a new leap forward. This is the result of preparing for the rebirth of the ETF business through a major organizational restructuring since the appointment of CEO Kim Young-sung earlier this year.

Previously, KB Asset Management integrated the ETF Operations Headquarters and ETF Marketing Headquarters into the ETF Business Headquarters, then reorganized it into three divisions: Marketing, Operations, and Product Planning, signaling a new start for the ETF business. During the approximately seven-month rebranding process, they also streamlined a large number of small-scale funds with the purpose of ‘selection and concentration’ to enhance competitiveness.

The new ETF brand name ‘RISE’ means ‘Rise Tomorrow,’ symbolizing the coming tomorrow and emerging investment. It reflects the commitment to help individual investors make healthier pension investments.

KB Asset Management entered the ETF business in 2008 under the brand ‘KSTAR.’ In 2016, the brand name was changed to ‘KBSTAR’ to reflect the image of KB Financial Group. This time, aiming for a new and positive image, the ETF brand name is being changed for the first time in eight years.

Currently, KB Asset Management has a total of 109 listed ETFs. Previously, the brand ‘KBSTAR’ was used at the beginning of ETF names. Starting from July 17, all will be changed to ‘RISE.’ For example, one of the representative products, the ‘KBSTAR US Nasdaq 100’ ETF, will become the ‘RISE US Nasdaq 100’ ETF.

This brand change goes beyond simply changing the name; it signifies a comprehensive overhaul of KB Asset Management’s ETF business direction and brand strategy. It plans to actively respond to the rapidly increasing number of individual investors investing retirement funds through pension accounts and other means, and to supply differentiated ETF products based on a deep understanding of investors.

Kim Chan-young, Head of the ETF Business Headquarters at KB Asset Management, said, “Through new changes and renewal, we promise to become a more friendly and trusted pension investment partner for investors,” adding, “We will do our best to make ‘RISE’ the ETF that comes to mind first when thinking about investments for retirement funds.”