"We do not expect the rebranding to have any material effect on fund performance," S&P analyst Michael Armitage said.
"We are scheduled to meet with Certitude management to understand the new business developments. Following that meeting, we will communicate any rating action if we consider it necessary."
Certitude will be a subsidiary of HFA Holdings and will replace the HFA Asset Management brand across the group's new product marketing and branding in Australia.
HFA will be retained as a sub-brand for a number of products currently offered under HFA Asset Management.
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