Many new retirees won’t have thought much about superannuation or had much engagement with their fund before they start withdrawing money. “The fund doesn't have a history of them, so it could be difficult to identify anomalies in their behaviour that could indicate fraud,” says Teas.
Safety in numbers
Advances in payment technology and better use of data and artificial intelligence may help address these challenges. CommBank’s NameCheck system, for instance, compares account names to account numbers and aim to combat fraud by helping to ensure payments are sent to the intended recipient.
“Members who are prime targets for scammers now have a material amount of money sitting somewhere and are suddenly going to want to tap into it.”
– Ethan Teas, Executive General Manager of Payments, CommBank
Digital proof, such as ConnectID and the Australian government’s myID, may also play an important role in verifying identities and making payments safer.
Catherine McDonald, Managing Director, Institutional Client Coverage, CommBank, says it is an exciting time for the super industry in Australia, with demographic and regulatory changes coming into focus. “We have been working to better understand the needs of our super fund clients. CommBank sees great opportunities to support the industry with potentially safer and more innovative payments.”
A matter of engagement
As more Australians retire, super funds may have to consider how they engage with the new (and growing) cohort. Teas says they should think about the type of relationship they want to have with their members and how they’ll establish it.
In terms of customer experience, the bar has been raised, according to Teas. Members expect their best experience with a service provider will be matched by all other providers.
A 2024 survey2 released by J.P.Morgan shows that super funds are prioritising member engagement and communication strategies as they update their operating models. CommBank collaborated with J.P.Morgan in piloting its anti-scam technology NameCheck,
Deanne Stewart, CEO, Aware Super, says leveraging new technologies, particularly digital solutions and AI, was vital to getting more superannuation fund members the help they needed to achieve their goals for retirement.
“As super funds grow in scale and the population ages, more people will need help to retire well and great member service is increasingly important to how well super funds respond to the challenge,” Stewart says.
“At Aware Super we’ve digitised more than 90 per cent of our transactions and the benefits have been clear in an easier, more helpful service experience for our members, while also giving our teams more time to focus on the personalised guidance and advice that gives people confidence in their retirement goals.”
Getting personal with numbers
Data-rich payments can help. The New Payments Platform©* (NPP), which provides near real-time digital payments, allows messages of up to 280 characters – enough to give a super-fund member some context about the payment. This extra information can obviate the need for a customer to call their fund seeking clarification about the transfer.
The data could also be used to engage the fund member. A message might tell them: “You’ve just withdrawn $3000 from your superannuation fund and your remaining balance is $1.23 million.”