It started with a simple observation: investing in Australia was too complicated, too exclusive and stacked against the individual investor. So in 2018, co-founders John Winters and Wayne Baskin set out to fix it, by building the platform they wished existed.
Eight years on, that platform has become something bigger. What began as low-cost share trading has grown into a connected system for building wealth, spanning ASX and US shares, superannuation and as of this week crypto. Today, more than 450,000 Australians use Superhero to invest across markets, asset classes and timeframes.
That kind of growth changes a business. It was time for the brand to catch up.
Introducing our new visual identity.
This week marks the start of a new chapter in Superhero’s story. One that reflects not only our growth but also reflects where we’re headed. We’re excited to begin rolling out an elevated and modernised brand identity built to match the strength of what we deliver and ambition for what’s next.
This is a brand evolution that reflects the maturity of the business, the customers we serve and gives shape to an evolving portfolio of products. It positions Superhero as a genuine home for people serious about building real wealth. Every product is built on the same conviction: give self-directed investors the tools to act, and momentum takes care of the rest.
Several key elements have been refreshed as part of this brand evolution. At the centre is a new logo symbol and accompanying wordmark. An energetic S-shaped bolt built from two arrows, echoing both the Superhero name and the pulse of financial markets. This is paired with a refined colour palette that introduces more premium blues, while remaining anchored in our original Superhue Blue, with considered pops of a new accent colour, Yuzu. Finally a new photographic layer adds warmth, depth, and a more aspirational, human feel to how the brand shows up.
The refreshed identity has started rolling across key marketing and product surfaces with the rollout continuing across various touchpoints over the coming months.
Welcome to the new era of Superhero. Where real wealth is built.
Disclaimer:
This information is general in nature and does not take into account your personal financial situation, objectives, or needs. You should consider whether any product is appropriate for you and seek independent financial advice if needed. Investments can go up as well as down. Past performance is not a reliable indicator of future performance. For superannuation products, please read the relevant Product Disclosure Statement (PDS) before making a decision. Digital assets are highly volatile and carry significant risk. Other fees and charges may apply.
