The Superannuation Market - AU - customers and competitors

The $3.5 Trillion Aussie Super Opportunity: Engaging Members in a Digital Age

Australia's superannuation sector represents a massive $3.5 trillion powerhouse. While many Australians have a "set and forget" approach, early engagement can potentially improve retirement outcomes.

Understanding online consumer behaviour in this industry is critical for super funds and service providers to thrive, particularly as draw downs by 'boomers' start to impact the sector. 

This report by CXA unveils valuable insights into online customer engagement with superannuation. We explore:

• When and how Australians interact with superannuation online: What triggers their online searches? Are they nearing retirement, or exploring options for younger generations?
• Leveraging search queries for member-centric strategies: By understanding what questions Australians are asking search engines, super funds can tailor marketing campaigns, products, and digital experiences to better resonate with members.
• Member acquisition and retention through data-driven insights: Identifying online search trends can inform strategies to attract new members and keep existing ones engaged.

This report equips you with the data and insights needed to optimise your online presence and connect with members in a meaningful way. By understanding their digital behaviour, you can unlock the full potential of this opportunity.

Brands mentioned: Australian Super, Australian Retirement Trust, UniSuper, Hostplus, Rest, Hesta, Aware Super, Spirit Super, North, Cbus Super, Colonial First State, Brighter Super, Vanguard and Superguide.