Industry SuperFunds


Behaviour Change Challenge

To ensure all Australian workers are better off in retirement.

Emotional Connection

We leverage a sense of belonging by establishing membership of an Industry SuperFund as a social norm, providing security for members, who could be hundreds of thousands of dollars better off in retirement.

The Behaviour Change

Our work helped stimulate the introduction of new legislation in 2013 requiring advisors to act in their clients’ best interests, banning commissions and raising the superannuation guarantee. Market share growth for members of industry funds in the campaign was more than three times the growth of retail funds.