Superannuation & Wealth Management
The shape tilts toward Digital Maturity (71) and away from Data & Tracking (59.4). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.
Dimension Breakdown
Top quartile. This vertical outperforms most of the Australian market.
HUB24 at 80 vs Future Super at 55. That gap is wider than the difference between some entire industries. The leaders in this vertical are playing a different game.
+5 versus the national average of 66. This is where the industry has invested. The question is whether it's investing enough everywhere else to capitalise on that strength.
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 of 67.1 reflects funds that have invested significantly in marketing despite this structural challenge.
Digital maturity at 71.0 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 at 67.3 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 at 66.6 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.
Ranked 16th of 70. Top quartile. This industry takes marketing seriously and it shows. The leaders here are making informed capital allocation decisions. The gap between top and mid-table isn't luck. It's investment.
Where you sit in Financial Services
Explore deeper in Hub
Cross-cut Superannuation & Wealth Management data by taxonomy, compare dimensions across sectors and see where this industry sits nationally.
Create your HubFrequently Asked
Keep Exploring
Related industries, patterns and businesses in the Atlas.
Closest composite scores to Superannuation & Wealth Management (67).
Where does your business sit in this picture?
Superannuation & Wealth Management scores 67.1 on average. That's one number across 6 dimensions. Your number will be different, and the breakdown will tell you exactly where to invest and where to stop wasting money.
Get your Marketing ScoreKeep Exploring
Related industries, patterns and businesses in the Atlas.
Closest composite scores to Superannuation & Wealth Management (67).