This site uses cookies to provide you with a more responsive and personalised service. By using this site you agree to our use of cookies. Please read our cookie notice for more information on the cookies we use and how to delete or block them.

Bookmark Email Print page


AustralianSuper increased transactions from 20,000 to 300,000 (1500%) in 18 months, by shaping and continuously personalising its digital offering

As part of the superannuation industry, AustralianSuper is within the ‘Short fuse, big bang’ quadrant of Deloitte’s digital disruption map. In 2010, customer demand for a personalised experience prompted the top ten fund to act. The organisation realised that creating a memorable and simplified digital experience for customers, dovetailed with an opportunity to be more efficient and environmentally friendly by transitioning to a paper-less business.

These imperatives crystallised AustralianSuper’s view that the vanilla service offered by its previous model would no longer suffice a membership base that was set to increase (it reached two million in 2013). As Australians rapidly increase their interest in their superannuation, the national retirement savings pool has surpassed $1.6 trillion in assets, taking Australia to the world’s third largest superannuation asset pool.

The business case for AustralianSuper was predicated on moving to digital from paper-based services. However education and stakeholder buy-in would prove keys to success.

Through co-creation, storytelling, personalisation, and expertise AustralianSuper was able to shift its transactions from 20,000 p.a. to 300,000 p.a. in 18 months. Member engagement increased by 25%, expertise and skills were acquired, and individual personalisation and mobile delivery map out the business transformation ahead to meet the future head on.

AustralianSuper graphic

Other case studies


The 24/7 Telstra app and crowdsupport platform have revolutionised how Telstra relates to its customers.


The Search Party  

The Search Partya disrupter - challenging the traditional recruitment process, reducing the average time to hire a candidate to just 12 days, compare with the 81 day industry average.



Ubank is Australia’s fastest growing online ‘only you’ focussed bank – a digital transformation success story.



Westfield’s Australian ‘searchable mall’ featuring 100,000 products online.



Dig deeper

Register to download the full report

Are you dealing with digital disruption

Infographic: Harnessing the 'bang'


Follow us


Talk to us