EQ provides accessible digital services for regulated markets. It specialises in equity and investment products, pensions, payments and regtech, and performs administration and payment services for c.70 of the FTSE 100.

The new label, EQ, aligns the company’s branding with its three core divisions: EQ Paymaster, EQ Boardroom, and EQ Digital; alongside the US division, EQ U.S..

EQ seamlessly serves the needs of over 3,000 companies and, through those companies, more than 30 million shareholders, investors and pensioners across the world. The rebrand is one of numerous initiatives underway to connect EQ more closely with the 30m customers it serves. These also include the launch of a far-reaching vulnerable customer programme and a supplier code of conduct to drive sustainability through EQ’s supply chain.

“The change to EQ is strongly symbolic: as we enter a new decade, and a new era for Equiniti, we’ve been considering what this means for us,” commented Guy Wakeley, Group Chief Executive of EQ. “It means a stronger purpose; a more collaborative, sustainable business; it means investing to protect vulnerable customers.

“Our new brand represents the simplicity of our operations, the quality of our service, and our everincreasing digitisation. We continually strive to care for every customer and to simplify each and every transaction. EQ embodies our motivation to achieve this.”

The company’s legal name will remain Equiniti Group plc.