Link launches digital advice

Superannuation administration firm, Link Group, has launched a digital super advice platform to help motivate members to engage with super.

Link Group said the platform, SuperMentor, was developed by the fund administration division to help super funds differentiate their offering.

The platform offers a personalised to do list, goal setting, education, four topics of advice, and real time tracking of progress.

Link Group fund administration chief executive, Suzanne Holden, said advice worked best when integrated across different member touch points and that there was growing demand for integrated, seamless, and consistent advice services.

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"Superannuation funds are increasing their advice offering as they recognise the provision of advice leads to greater member retention," she said.

"Engaging and educating members not only improves their retirement outcomes, it engenders loyalty."

Link Advice chief executive, Ross Bowden, said: "A scaled advice model is a good entry point for people who have not previously received advice".

"Many members contact their super fund seeking quick answers that mask their advice needs, yet they want a more complex discussion on their options," he said.