A Deep Dive into Accessibility and Inclusion in Superannuation Digital Experiences
The Imperative for Accessible Superannuation
Superannuation is a cornerstone of financial security for Australians, yet the digital experiences provided by many funds are not meeting the needs of all members. As digital transformation accelerates across the financial services sector, accessibility and inclusion have become non-negotiable imperatives—driven by regulatory, reputational, and ethical considerations. For superannuation funds, the opportunity to lead in this space is clear: by removing barriers to digital engagement, funds can foster deeper member relationships, drive loyalty, and expand their reach to underserved communities.
The State of Accessibility in Superannuation
Recent analysis using the Superannuation Digital Member Experience (DMX) framework reveals a concerning reality: 55% of superannuation brands fail to meet best practice web accessibility standards. This is not just a technical shortfall—it’s a barrier to engagement for a significant portion of the population. Consider that one in four Australians lives with a disability, and many more are older or have lower digital literacy. When digital channels are not accessible, millions are left behind.
The DMX framework, developed by Publicis Sapient in partnership with Adobe, benchmarks the quality of member interactions across the entire superannuation journey, from first impressions to long-term loyalty. The findings are stark:
- 74% of Australians do not actively engage with their superannuation fund or know their balance.
- 44% of members find digital experiences and information overly generic.
- Despite 88% understanding the importance of superannuation, engagement remains low.
These statistics highlight a persistent engagement gap—one that is exacerbated for members with disabilities, older Australians, and those with lower digital literacy.
Barriers to Digital Inclusion
The barriers to digital engagement in superannuation are multifaceted:
- Web Accessibility Failures: Many fund websites and portals do not comply with established accessibility guidelines, making it difficult or impossible for people with vision, hearing, cognitive, or motor impairments to access essential information or complete key tasks.
- Digital Divide: Certain groups—such as the unemployed, lower-income households, and those without tertiary education—are less likely to engage with digital services. Cost-of-living pressures and lack of digital skills further widen this gap.
- Generic Experiences: Overly generic content and lack of personalization can alienate members who already feel disconnected from their superannuation.
- Awareness and Trust: Many Australians are simply unaware of the digital services available to them, or lack trust in the security and privacy of online platforms.
The Broader Context: Digital Inclusion in Australia
Australia has made significant progress in digital transformation, but the benefits are not evenly distributed. While most citizens are supportive of digital government and financial services, gaps remain for vulnerable groups. The same dynamics are at play in superannuation, where digital exclusion can have long-term financial consequences. For example, older Australians and people with disabilities are more likely to experience difficulties finding or understanding online information, and rural residents are less likely to use digital channels at all.
The Business and Regulatory Case for Accessibility
Accessibility is not just a compliance issue—it’s a business opportunity. When accessibility improvements are made, it paves the way for more participation and ensures no members are left behind as digital channels become more prevalent. For example, an independent study of nearly 1,000 websites showed that 66% saw growth in organic traffic of up to 50% after accessibility remediation. For superannuation funds, this translates to:
- Unlocking new sources of member loyalty and advocacy
- Expanding the member base by reaching underserved and disengaged populations
- Enhancing reputation as ethical, forward-thinking organizations
- Reducing the risk of regulatory non-compliance and associated penalties
Heightened regulatory scrutiny and new legislation have placed transparency, consumer choice, and better retirement outcomes at the forefront. Major reforms like the Financial Accountability Regime (FAR) and the Retirement Income Covenant (RIC) require funds to support members transitioning into retirement and to be accountable for member outcomes. These reforms underscore the need for digital experiences that are accessible to all, not just the digitally savvy.
Actionable Best Practices for Accessible and Inclusive Superannuation Experiences
To close the engagement gap, superannuation funds must embed accessibility and inclusion into every aspect of their digital strategy. Actionable steps include:
- Adopt and Exceed Accessibility Standards
- Ensure all digital touchpoints comply with the Web Content Accessibility Guidelines (WCAG) and are regularly tested with assistive technologies.
- Go beyond compliance by involving people with disabilities in user testing and co-design processes.
- Personalize Member Journeys
- Use data-driven insights to deliver tailored content and experiences that resonate with diverse member segments, including those with specific accessibility needs.
- Implement dynamic content and micro-segmentation to make information more relevant and actionable.
- Simplify and Streamline Digital Interactions
- Reimagine onboarding, applications, and support processes to be intuitive and barrier-free.
- Provide clear, jargon-free language and multiple formats (text, audio, video) to cater to different preferences and abilities.
- Expand Awareness and Build Trust
- Proactively communicate the availability and benefits of accessible digital services.
- Address security and privacy concerns transparently to build confidence among hesitant users.
- Measure, Iterate, and Lead
- Benchmark accessibility and inclusion as core metrics in digital performance reviews.
- Foster a culture of continuous improvement, leveraging feedback from all member groups.
The Impact of Accessibility on Member Engagement and Loyalty
Accessibility improvements are not just about compliance—they are a catalyst for deeper engagement and loyalty. The DMX research found that:
- 11% of members found superannuation information difficult to read or understand, often due to technical or financial jargon.
- 16% were unable to find supporting educational material such as financial tips or savings guidance.
- 19% couldn’t locate information on how to access savings as they near retirement or options for support in times of financial hardship.
When extrapolated across the pool of superannuation members, these numbers equate to millions of Australians having a sub-standard experience. By addressing these gaps, funds can turn apathy into loyalty, increase member satisfaction, and drive advocacy.
Personalisation for Diverse Needs
Personalisation is a critical lever for inclusion. The DMX research shows that 44% of people regard experiences and information as overly generic, and 32% feel forms lack tailored information. Rather than offering a fixed retirement pathway, providers can help members ‘design their own retirement’, addressing the deeper need to build a more engaging relationship. Where data availability may initially prohibit personalisation to a true ‘segment of one’, experiences can be progressively tailored to specific cohorts. Providing advanced tools, customised content, and dynamic forms improves outcomes and increases acquisition while generating valuable first-party data that will deliver additional insights.
Strategies to Build Trust and Awareness Among Digitally Excluded Groups
Building trust and awareness is essential to closing the digital divide:
- Proactive Communication: Clearly articulate the benefits and security of digital superannuation services, especially to those who may be hesitant or unaware.
- Hybrid Support Models: Offer support via phone, in-person, or digital channels, ensuring members can access help in the way that suits them best.
- Digital Literacy Initiatives: Provide training and resources to help members build confidence in using digital tools, particularly in regional and rural areas.
- Community Engagement: Partner with advocacy groups and community organisations to reach and support digitally excluded populations.
Leading the Way: Guidance for Funds
Superannuation funds that prioritize accessibility and inclusion are not just meeting compliance requirements—they are setting a new standard for member engagement and digital equity. To lead in digital inclusion:
- Invest in modern, cloud-based platforms that support accessible, personalized, and secure member experiences.
- Embed accessibility into every stage of the digital journey, from first impressions to long-term retention.
- Leverage frameworks like DMX to benchmark and accelerate accessibility improvements.
- Engage with diverse member groups to co-design solutions that reflect real-world needs.
The Opportunity for Leadership
The future of superannuation is inclusive. By acting now, funds can ensure that every member—regardless of ability, age, or digital literacy—can confidently engage with and benefit from their superannuation. Accessibility is not just a regulatory box to tick; it is a strategic lever for growth, loyalty, and brand differentiation in an increasingly competitive landscape.
Ready to lead the way in accessible superannuation experiences? Publicis Sapient partners with superannuation funds to assess, benchmark, and transform digital accessibility—driving measurable business and member outcomes. The time to act is now: close the engagement gap, expand your member base, and set a new standard for digital inclusion in superannuation.