Episode
Brand Recognition, Churn, and Retirement: What’s Really Moving the Superannuation Needle
- Podcast
- That Super Show
- Published
- Feb 16, 2026
- Duration seconds
- 1828
- Processing state
not_requested- Canonical source
- https://thatsuper.show/19
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Summary
#19. Co-hosts Neil Benson and Sarah Penn unpack the latest trends and news impacting the superannuation industry. Highlights Super brand recognition: Surprising results from a Conjointly brand tracker highlight low public awareness of major super brands, including only 57% recognition for AussieSuper and 49% for Hostplus, challenging industry assumptions. The complexity and cost of rebranding: Rebrands are frequent but often more about internal politics than member benefit, and establishing a new name remains a major challenge. The effectiveness of marketing: Despite significant marketing spend, switching rates and member engagement appear largely unchanged, raising questions about return on investment. Member churn and fund flows: Recent reports show industry fund outflows to adviser-led platforms are modest compared to overall inflows, with most money still coming in via default arrangements rather than active switching. Retention dilemmas: As members with larger balances approach retirement, funds struggle to retain them, particularly when financial advisers commonly recommend rolling over to retail platforms. Regulatory challenges and innovation barriers: Uncertainty around advice laws is inhibiting proactive member communications and innovation, especially in retirement products. Fraud and scam protection: ASIC urges funds to strengthen member communications to prevent fraud, but losses remain minor (at $22 million), and tougher controls could erode member experience. Confidence and legislative change: Frequent government tinkering causes member concern, yet most changes aim to improve fairness, and fears of losing all super are unfounded. New superannuation legislation: Discussion around the Building a Stronger and Fairer Super System bill, with support for balan…