The Problem
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A large Australian superannuation fund wanted to strengthen how prospective and existing members discover, evaluate and choose a provider for retirement needs. The key challenge was converting strong brand awareness into active consideration and final preference during the decision journey.
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Our Methodology & Approach
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• Retirement-focused digital benchmarking and implementatiuon strategy across the attract and convert journeys
• Assessment of search behaviour and shortlist creation
• Evaluation of retirement landing pages, navigation, product and fee information based upon user tasks
• Review of calculators, planning tools and trust signals
• Device-specific task and experience analysis
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Key Insights
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• Strong recall was not consistently translating into shortlisting or final preference once people moved online
• Retirement prospects prioritised low fees, reputation, trust, clarity and ease of understanding over broader brand or industry cues
• Search was still a key starting point, but many people used simple headline terms rather than explicitly searching for retirement
• The retirement experience needed to feel more like an acquisition destination, with clearer CTAs, more visible tools and stronger proof points
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Optimisation Recommendations
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• A clear roadmap for retirement discovery to drive, consideration and support onsite decision making and acquisition
• More targeted search and SEO messaging around planning, future wealth, fees and performance
• A stronger retirement landing experience with simpler pathways, more human messaging and more prominent planning tools
• Greater emphasis on trust-building content including independent proof points, member reassurance and clearer explanation of retirement options
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Outcomes
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• Identified where brand strength was being diluted during the online retirement research journey
• Identified the barriers preventing awareness from becoming active consideration and preference
• Provided an implementation roadmap to improve retirement content, search visibility, trust signals and decision confidence

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