Clearing the Path to Action in Superannuation: How insights from a multi-pronged research program provided a clear roadmap to effective marketing

This paper describes a research project in Australia by Mercer, the financial services organisation, to encourage existing customers with superannuation (pension) policies across multiple providers to consolidate their funds into a single plan managed by Mercer.

Clearing the Path to Action in Superannuation: How insights from a multi-pronged research program provided a clear roadmap to effective marketing

Alison Poole, Stacie Haber

Preface

Australia's $2 trillion superannuation industry is fiercely competitive and recent legislation made it easier than ever for consumers to move between providers.

Growing share of wallet by convincing existing customers to consolidate their entire super savings into their Mercer account is a business imperative, but annual marketing efforts were achieving diminishing returns at increased cost.

Our Insights and Analytics team was tasked with identifying barriers to action and clearing the path to purchase.

Their work...

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