Māpua Wealth

In 2023, My Fiduciary entered into a partnership with Tupu Angitu, a commercial entity owned by Ngāti Tūwharetoa, merging with IWIinvestor. This significant alliance initiated a crucial conversation about the brand and how best to acknowledge this partnership—whether through a new name, branding or look. As discussions progressed, it became clear that authenticity was paramount for My Fiduciary. They needed to position the business effectively within the burgeoning Māori economy while ensuring their brand remained true to its values.

Voice undertook a long discovery phase to address these challenges comprehensively, engaging with all sides of My Fiduciary’s business and Ngāti Tūwharetoa. Our recommendations included instilling a set of Ao Māori values to lead the culture and brand of the newly formed entity, as well as developing a new Te Reo Māori ingoa to reflect their heritage and mission. Collaborating closely with iwi Ngāti Tūwharetoa was essential to ensure we gathered everybody’s input, captured the whakapapa and enhanced the māna of the partnership throughout the rebranding process.

Te Tohu is inspired by ‘Te ritio o harakeke’ / the heart of the harakeke – a symbol of perpetual renewal, harmony and growth.

Voice

Within this context, we introduced the new name, Māpua Wealth, symbolising abundance and well-being that pave the way to prosperity and security. The visual identity featured an organic design, utilising a grounded nature-inspired colour palette, complemented by ‘te tohu’—a graphic element symbolising growth, nurturing and abundance. This identity represented their commitment to fostering rich relationships and aligning perfectly with their business vision. With these elements in place, Māpua Wealth is poised to transform the investment advisory landscape in Aotearoa, elevating standards and fostering trust in financial services for all while honouring their iwi roots and commitment to authentic representation in the marketplace.

To further support My Fiduciary’s vision, Voice developed a robust strategy that encapsulated their core belief: “Prosperity stems from clear advice.” A refined set of brand values reinforced this guiding principle focused on approachability, practicality, and trustworthiness, reflecting the ethos of both Māori tikanga (culture) and broader New Zealand society.