KB Asset Management to Rebrand ETF Lineup as ‘RISE ETF’

Complete Brand Overhaul to Enhance ETF Competitiveness

KB Asset Management announced on the 17th that it will uniformly change the name of its exchange-traded fund (ETF) brand from ‘KBSTAR’ to ‘RISE’.

From this day forward, the ETF brand name of KB Asset Management will be changed to ‘RISE’ across all channels, including the KB Asset Management website, Korea Exchange, and securities firms (MTS, HTS).

Currently, KB Asset Management has a total of 109 listed ETFs. For example, one of the representative products, the ‘KBSTAR Money Market Active’ ETF, will be renamed to the ‘RISE Money Market Active’ ETF.

Earlier, on the 28th of last month, KB Asset Management declared that it would change its ETF brand name to ‘RISE’ and embark on a new leap forward.

The slogan of ‘RISE’ is ‘Rise Tomorrow, the Coming Tomorrow.’ It reflects the commitment to help individual investors make healthier pension investments.

Since the appointment of CEO Kim Young-sung earlier this year, KB Asset Management has prepared to renew its ETF business through a major organizational restructuring. After seven months of brand consulting, it sought change with a new and positive image, changing the ETF brand name for the first time in eight years.

The brand change 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 Division at KB Asset Management, said, “Through new changes and innovations, we aim to become a more friendly and trusted pension investment partner for investors,” adding, “We will present customized investment solutions for retirement so that investors can enjoy a richer and more stable life after retirement.”