POWERED BY MOMENTUM MEDIA
Member interaction doesn’t always equate to engagement
Superannuation fund members checking their balance does not necessarily indicate engagement, instead it likely signifies a member is exiting a fund, an analyst believes.
Analytics specialist Empirics reported that demand for member retention had seen super funds increasingly take up their predictive analytics software.
Empirics CEO Darrell Ludowyke said, "We're seeing a real surge of interest from funds who are moving on from reporting, which essentially looks backwards, to using predictive analytics to look forwards and see what these insights can do for their fund, particularly how they can engage and retain members".
Ludowyke said the move from straight data reporting to predictive analytics has shown that previously perceived notions of members interacting with their fund as an indicator of greater engagement was flawed.
"We've all got super fund logins and it may be that a member hasn't used theirs for five years and suddenly they're on there four times in four weeks, what does that indicate?
Some may see it as greater engagement but when we know everything else that's going on that allows us to identify well no they're actually getting their account balance because they're going to roll out shortly."
Empirics has found that customer retention was the main concern of super funds, with Ludowyke stating it was the main driver of fund CEOs signing up to their predictive analytics services
"We literally had people say ‘if you do just that it's worth it. If you can do just save me members then I'm very, very interested'," Luowyke said.
AUTHOR
Priya Prakash
Priya was Money Management and Super Review's Online Manager/Production Coordinator.
Recommended for you
The lower outlook for inflation has set the stage for another two rate cuts over the first half of 2026, according to Westpac.
With private asset valuations emerging as a key concern for both regulators and the broader market, Apollo Global Management has called on the corporate regulator to issue clear principles on valuation practices, including guidance on the disclosures it expects from market participants.
Institutional asset owners are largely rethinking their exposure to the US, with private markets increasingly being viewed as a strategic investment allocation, new research has shown.
Australia’s corporate regulator has been told it must quickly modernise its oversight of private markets, after being caught off guard by the complexity, size, and opacity of the asset class now dominating institutional portfolios.
TOP PERFORMING FUNDS
ACS FIXED INT - AUSTRALIA/GLOBAL BOND
Fund name
3y(%)pa
1
DomaCom DFS Mortgage
92.15 3 y p.a(%)
2
Global X 21Shares Bitcoin ETF
53.24 3 y p.a(%)
3
Global X GlobalX FANG+ ETF
43.15 3 y p.a(%)
4
DomaCom Shoreline North Coogee
36.26 3 y p.a(%)
5
GAM LSA Private Shares AU I
35.87 3 y p.a(%)
