Rebranded Prime Super aims to boost engagement

29 September 2015

| By Nicholas |

Simplifying superannuation and boosting member engagement will be a priority for Prime Super.

Following its merger with Health Industry Plan last year, Prime Super chief executive, Lachlan Baird, said the brand was focused on improving retirement outcomes for members by cutting jargon and complexity.

Baird said the fund's new "surprisingly straightforward" brand incorporated key elements of its past, while striving for a "bright and successful future".

"We know that superannuation can be complex and difficult to understand at times, and this is a big driver of member disengagement, which can lead to poor retirement outcomes," he said.

VIEW ALL

View all

"We came to the decision that we wanted to challenge the status quo. Our aim now is to be a super fund that is defined by less jargon and complexity.

"We want to increase our members' engagement with their retirement savings so that they can set their sights on a successful life after work."

AUTHOR

Nicholas O'Donoghue

Nicholas is a journalist for Money Management and Super Review. Nicholas has several years experience as a journalist, reporting and managing websites for various news publications covering the medical and pharmaceuticals sector.

View articles by Nicholas

Nicholas's social profiles:

Recommended for you

Superannuation

Bullock cautions against market expectations of cuts amid global uncertainty

Governor Bullock took a more hawkish stance on Tuesday, raising concerns over Trump’s escalating tariffs, which sent economists in different directions with their predictions.

Superannuation

Equity Trustees adds to super boards

Equity Trustees has announced the appointment of Jocelyn Furlan to the Superannuation Limited (ETSL) and HTFS Nominees Pty Ltd (HTFS) boards, which have oversight of one of the companies’ fastest growing trustee services.

Superannuation

ASFA pushes back against claims funds risk financial stability

Following growing criticism of the superannuation industry’s influence on capital markets and its increasing exposure to private assets, as well as regulators’ concerns about potential risks to financial stability, ASFA has released new research pushing back on these narratives.

Superannuation

Rest commits US$300m to offshore infrastructure credit strategy

A US-based infrastructure specialist has welcomed the $93 billion fund as a cornerstone investor.

Grant Banner

From my perspective, 40- 50% of people are likely going to be deeply unhappy about how long they actually live. ...

Aussies call for redefining retirement for a longer lifespan

1 year 3 months ago

Kevin Gorman

Super director remuneration ...

The super funds paying millions in trustee remuneration

Anthony Asher

No doubt true, but most of it is still because over 45’s have been upgrading their houses with 30 year mortgages. Money ...

Rising retiree debt threatens retirement security

Shadow treasurer outlines plan to make Australia the region’s ‘financial centre’

Shadow treasurer Angus Taylor has vowed to slash red tape and introduce a suite of financial services reforms aimed at transforming Australia into a leading financial hub...

20 hours ago

Deglobalisation paves way for new infrastructure debt opportunities, says IFM

Deglobalisation is emerging as a major driver of infrastructure debt opportunities as regions onshore vital industries, a superannuation fund-owned manager has said....

Super fund execs lose sleep over Trump’s policies

Australian superannuation funds are grappling with heightened global instability, as US policy shifts create a volatile backdrop for investment strategies....