Atlas / Financial Services
Industry profile
Superannuation & Wealth Management marketing benchmarks
Strongest on Digital Maturity, weakest on Data & Tracking. Superannuation & Wealth Management sits above the national average, and that tension shapes how the whole industry markets.
Score signature
Bars are this industry. Ticks are the national average.
Biggest strength
Digital Maturity
71 out of 100. The engine carrying the whole score.
Biggest gap
Data & Tracking
59 out of 100. The dimension dragging the industry down.
Where to start
Data & Tracking
The most upside per point of effort: 5% of the score and -2 points below the field.
The map
Where this industry sits
Every dot is an industry we measure. Choose any two dimensions for the axes. Superannuation & Wealth Management is the red mark.
Acquisition Performance →
Superannuation & Wealth Management sits above average on Retention & Loyalty and above average on Acquisition Performance. That tension defines the industry.
The spread inside the industry
Every number is a Marketing Score out of 100. It rolls six dimensions into one figure, so 55 is a business doing the basics and 80 is one that markets like a business twice its size.
The distance between the strongest and weakest performer here is wide. A small cluster is genuinely good. A long tail sits well behind. The bar to lead this industry is lower than the reputation suggests. So where would you land?
The breakdown
How far above or below the field
Each row plots this industry against the whole field. The dot is where Superannuation & Wealth Management sits, the line is the national average and the faint marks are every other industry. Tap a row for what the dimension means.
How modern and capable is the digital setup?
How well does the industry win new demand?
How well does it turn interest into customers?
How well does it keep and grow customers?
How clear and distinct is the brand?
Can any of this actually be measured?
The read
What the numbers say about Superannuation & Wealth Management
On the whole, Superannuation & Wealth Management is an above-average industry. It leads on digital maturity and trails on data & tracking, and the fastest gains sit in data & tracking.
Digital Maturity
Sits in the leading group of every industry we measure. This is the engine carrying the score.
Data & Tracking
Sits around the middle of the pack. The soft spot that drags the whole number down.
Data & Tracking
Carries the most weight in the score and sits below the field. Move this and the whole number moves with it.
A digital maturity-led industry with a data & tracking problem. The reputation says one thing. The pipeline says another.
Go deeper
Marketing an invisible product to a disengaged audience+
Superannuation is Australia's $3.5 trillion retirement system. It is also one of the hardest products to market. Members do not choose to buy it. It is compulsory. They rarely interact with it. And the benefit is decades away. The composite reflects funds that have invested significantly in marketing despite this structural challenge.
Digital maturity is the strongest dimension. The major funds (AustralianSuper, UniSuper, REST, Aware Super) have invested in digital platforms that make member interaction easier: online dashboards, mobile apps, investment switching tools and retirement projectors. This digital infrastructure is both a service and a marketing tool.
Retention with 25% weight is the fund's revenue engine. Management fees compound over decades. A member who stays represents hundreds of thousands in fees over their working life. The funds winning on retention have moved beyond annual statements to year-round engagement: investment updates, educational content, financial wellness tools and personalised projections.
Acquisition with 25% weight is shaped by the Stapled Super changes. Since 2021, members keep their fund when they change jobs, reducing the automatic churn that funds relied on. Acquisition now requires more active marketing: employer channel, direct-to-member campaigns and comparison site presence.
The wealth management segment operates differently. High-net-worth clients seeking financial planning and wealth management services respond to expertise positioning, not mass marketing. The funds with dedicated wealth management brands, adviser networks and thought leadership content capture this high-value segment.
Retention anchors a compounding relationship+
Retention at 25% and 67.3 reflects the long-term nature of superannuation. A member who joins at 25 and retires at 65 represents 40 years of management fees. The retention challenge is keeping members engaged with a product they only think about twice a year.
Acquisition at 25% drives fund growth. Super fund marketing targets three audiences: employers selecting default funds, individuals rolling over, and high-net-worth individuals seeking wealth management services.
Brand at 10% and 67.0 matters more than the weight suggests. Trust in super funds has been rebuilt since the Royal Commission, but members still choose funds partly on brand credibility and perceived stability.
Where super funds should invest+
Retention with 25% weight improves through member engagement. Annual member statements, investment education, retirement projection tools and life-stage communications keep members connected to a product that otherwise feels abstract.
Conversion with 20% weight measures the rollover and sign-up process. Funds with streamlined digital rollover (single-click through MyGov) and simple sign-up convert more of their acquisition leads.
Data with 5% weight can leverage the rich member data super funds possess. Age, income, balance and investment choice data enable personalised communications that improve engagement and reduce the likelihood of members rolling over to competitors.
Highlighted terms link through to the marketing dictionary.
In context
Where it sits in Financial Services
Frequently asked
Common questions about Superannuation & Wealth Management
How do super funds compare on marketing?+
What marketing challenges do super funds face?+
How has Stapled Super changed fund marketing?+
How important is digital experience for super funds?+
Keep exploring
Where to go from here
Pull any thread.
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