This week’s article explores a significant milestone in the evolution of our association: the merger of Asset | Accounting & Finance with Asset | Economics to form Asset | Financials. We discuss the motivations behind this decision, the challenges of combining traditions and strengths, and the opportunities it creates for students interested in accountancy, economics, and finance.
Since 1999 , the study association Asset | Accounting & Finance and its predecessors has been there for students with an interest in Accountancy, Control, and Finance. Over the years, ever since the humble beginnings of Financiele Studievereniging Tilburg, our association has had to adjust to the changing times. It has grown, modernized, and broadened to stay as relevant and representative as possible, offering students unique opportunities to build their professional networks, as well as orientate around complex job markets. Our main objective has always been, and will always be, helping students do exactly this. Today, we stand at the threshold of a transformative milestone: the merger of Asset | Accounting & Finance with Asset | Economics to form Asset | Financials. Merging our two departments presents an opportunity to create a unified association that leverages the strengths of both disciplines.
This strategic decision represents a significant step in ensuring the continued growth and success of the association, blending the unique strengths of both departments while preparing to meet the needs of an ever-changing student landscape.
The merger: why?
Asset | Economics has long been celebrated for its vibrant social culture, fostering a close-knit community and a strong sense of fraternity among its members. Meanwhile, Asset | Accounting & Finance has always taken pride in its professional aspects, placing a strong emphasis on formal events, corporate relations, and career development opportunities. The merger represents an opportunity to integrate these complementary qualities, creating an association that balances professionalism with community spirit.
Another driving factor for this merger is the increasing overlap in the academic and professional interests of students. Many students who previously engaged with Asset | Economics are now pursuing master’s programs in accountancy or finance, areas traditionally served by Asset | Accounting & Finance. By combining resources and expertise, the new association can offer more comprehensive support to students at earlier stages of their academic journey, helping them explore and orient themselves toward future opportunities in Accountancy, Economics, and Finance.
The decision to merge also comes in light of broader trends affecting all associations. Since the pandemic, many student organizations and associations have observed shifts in membership dynamics, requiring innovative approaches to maintain relevance and impact. By uniting under a new identity, the new association strengthens its foundation and positions itself to thrive in a competitive and uncertain environment. This move is a proactive measure to enhance the association’s ability to serve its members effectively and to ensure long-term sustainability.
Highlighting the importance of this merger for both departments, we aim to create something new together which we both can benefit from and be proud of. Though it has been a difficult topic with a lot of challenges, we were early on determined to establish a new name, logo, and brand. This will stand as a new department, representing studies and interests previously covered by the two predecessors; however, we will make these changes keeping traditions and culture in mind. We have tried to remain a balance of committees and events from both departments, some of which are kept and others removed, depending on the relevancy of the given subjects following the merger. Prior to becoming one department, we have kept formal events separate but combined the informal ones in order to strengthen the social cohesion between the two initial groups. As with the committees, these were combined from the beginning, for the same reason as the informal events.
To manage the expanded scope of activities and responsibilities, the board of the current association has been increased to eight members. A unique feature of this new board structure is the inclusion of three External Affairs Officers, each specializing in a distinct partner portfolio: accountancy, economics, and finance. These officers will maintain targeted relationships with partners in their respective fields and take on the responsibility of organizing formal events that align with their areas of focus. This division ensures a tailored approach to partner engagement and event planning, offering distinct opportunities to students and partners alike.
Committees within the association have also been restructured to address redundancies and improve efficiency. Overlapping informal committees from the previous associations have been combined, creating unified groups responsible for organizing a variety of social and networking activities. Formal committees, which traditionally focus on events tied to specific academic disciplines, will largely remain independent. However, in cases where event structures or partner involvement overlap significantly, formal events may be combined to create larger, more impactful events.
Furthermore, the event calendar for the new association is expected to include around 13 formal events and 30 informal events annually, although these numbers will be finalized during upcoming policy sessions. Formal events will continue to focus on career development and industry engagement, with some events combining resources to provide more varied and comprehensive opportunities. Informal events, meanwhile, will draw on the strengths of both associations, combining Asset | Economics’ vibrant and welcoming social culture with the emphasis on structured organization that Asset | Accounting & Finance has cultivated, fostering a sense of community and inclusivity while supporting the professional ambitions of its members.
The new brand
Following these structural changes in both associations, it was time to face the biggest challenge yet: identifying the new brand which would unify all members and additional stakeholders. Although there is a lot of overlap between the target groups of both associations, there were also some differences that needed to be taken into consideration when developing the new brand. It was difficult to find a name which covered all three fields: accountancy, economics, and finance. A lot of suggestions were made, most of which included several variations of an abbreviation of the three main letters. However, we were quite determined not to use any abbreviations, to which most involved parties agreed.
In order to include everyone in the process of defining the future of the new association, we provided all members with the opportunity to present some ideas about the name, color, and logo. We received a lot of great ideas, and wish to use this opportunity to thank everyone who participated. From these inputs, we first discussed internally and then consulted with some of our partners, as well as parties connected to Tilburg University, to get their thoughts. After all this, we finally settled on the new brand:
Asset | Financials highlights the specific focus on the interconnected fields of accountancy, economics, and finance. This name signifies the association’s commitment to bridging academic learning with real-world financial applications, preparing students to navigate a complex financial landscape with confidence. By combining all three fields under one name, we aim to communicate a holistic approach to understanding and leveraging financial knowledge, becoming a vital resource for students wanting to pursue a career in either accountancy, economics, or finance.
The dark green color represents a wide variety of ideas and carries a wealth of symbolism which perfectly aligns with the mission and vision of the new association. Dark green is often associated with growth, abundance, and stability. These terms are not only limited to the color but a direct reflection of the new association’s identity. Our mission is to empower students by providing comprehensive resources, fostering professional and social development, and facilitating networking opportunities. A lot of students will rely on this association to orientate complex markets and excel in the future, this dark green color mirror’s the association’s goal to be a trusted source of information and support. The prosperous vibrancy also speaks to the association’s, as well as our partners’, professionalism, assisting ambitious students to thrive in competitive global markets.
Combining these, we have designed a new logo which we believe best reflects the three fields we represent, in addition to the new mission and goals.
The merger of Asset | Economics and Asset | Accounting & Finance into Asset | Financials marks the beginning of an exciting new chapter. While change is always accompanied by challenges, it is also a catalyst for growth and innovation. By embracing this transition, we are not merely adapting to the present but actively shaping the future of our association. Change is inevitable, and we are proud to embrace it with optimism and determination. In doing so, we are positioning ourselves to navigate an ever-evolving academic and professional landscape, ensuring that we remain a valuable resource for our members and partners. With a shared vision, a dynamic structure, and an unwavering commitment to excellence, Asset | Financials is ready to rise to every challenge and seize every opportunity. Together, we will thrive, not only as an association but as a community united by a shared vision for success.
