{"podcast":{"title":"That Super Show","slug":"that-super-show-7318065","podcast_index_feed_id":7318065,"rss_url":"https://feeds.captivate.fm/thatsupershow/","website_url":"https://thatsuper.show","image_url":"https://artwork.captivate.fm/bb6208e2-953a-40f8-8342-42d1c9debbd3/eVh-dKGhdQ9iy1CkQRpYgni9.jpg","author":"Neil Benson & Sarah Penn","episode_count":31,"summary":"That Super Show brings you the latest news, insights and industry interviews to help Australian superannuation professionals improve retirement outcomes for Australians. Hosted by Sarah Penn, CEO of Mayflower Consulting, and Neil Benson, CEO of Superware.","last_synced_at":"2026-07-30T12:21:57.908940+00:00","page_url":"https://stenobird.com/podcast/that-super-show-7318065"},"episode":{"title":"Brand Recognition, Churn, and Retirement: What’s Really Moving the Superannuation Needle","slug":"brand-recognition-churn-and-retirement-what-s-really-moving-the-superannuation-needle","published_at":"2026-02-16T23:00:00+00:00","page_url":"https://stenobird.com/podcast/that-super-show-7318065/brand-recognition-churn-and-retirement-what-s-really-moving-the-superannuation-needle","show_page_url":"https://stenobird.com/podcast/that-super-show-7318065","url":"https://thatsuper.show/19","audio_url":"https://episodes.captivate.fm/episode/2ed6461f-a959-43a6-8eea-0ca5a93de0a7.mp3","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…","meta_description":"#19. Co-hosts Neil Benson and Sarah Penn unpack the latest trends and news impacting the superannuation industry. Highlights Super brand recognition: Surp…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1828,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/that-super-show-7318065/episodes/brand-recognition-churn-and-retirement-what-s-really-moving-the-superannuation-needle/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/that-super-show-7318065/brand-recognition-churn-and-retirement-what-s-really-moving-the-superannuation-needle.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}