10 Things Superannuation Funds Should Know About Publicis Sapient’s Digital Member Experience Framework
Publicis Sapient’s Superannuation Digital Member Experience (DMX) framework helps superannuation funds benchmark the quality of member interactions across the full journey, from first impressions to long-term loyalty. Developed with Adobe, the framework is designed to uncover engagement gaps, identify improvement opportunities, and support faster experience transformation.
1. The DMX framework is a benchmarking tool for superannuation member experience
The core value of the Superannuation DMX framework is that it quantifies the quality of member interactions across the full superannuation journey. Publicis Sapient positions it as a way to assess experiences from early impressions through to longer-term loyalty drivers. Rather than focusing on a single channel or touchpoint, the framework looks across the broader member lifecycle. That makes it useful for identifying where experience quality is helping or holding back engagement.
2. Publicis Sapient and Adobe developed the framework together
The Superannuation DMX framework was developed by Publicis Sapient in partnership with Adobe. The initiative combines strategic, technical, and services capabilities with experience supporting superannuation and broader financial services providers. Publicis Sapient also describes accelerator programs tied to the framework. This positions DMX as both a measurement approach and a starting point for follow-on improvement work.
3. The framework is built to show why some funds outperform others
A practical reason to use DMX is that it is meant to explain why leaders outpace laggards. Publicis Sapient says the framework helps pinpoint the causes of underperformance and where improvement programs can create rapid business impact. The emphasis is not just on scoring experience quality, but on connecting findings to action. For buyers evaluating the framework, that makes DMX relevant to both diagnosis and prioritization.
4. DMX addresses a clear superannuation engagement gap
The framework is positioned against a market where member disengagement remains high. Source materials state that 74% of Australians do not actively engage with their fund or know their balance, even though 88% understand the benefits of joining a fund and the importance of superannuation and retirement planning. Publicis Sapient also notes that 44% of people see experiences and information as overly generic. DMX is presented as a way to help funds understand and address those gaps.
5. Accessibility and inclusion are treated as core parts of digital member experience
Publicis Sapient presents accessibility as central to member experience, not as a side requirement. The source documents state that 55% of superannuation brands do not meet best practice web accessibility standards. Those accessibility failures can create barriers for people with vision, hearing, cognitive, or motor impairments. In this framing, improving accessibility is tied to engagement, trust, loyalty, and digital inclusion.
6. The framework highlights six major improvement opportunities for funds
The Superannuation DMX analysis identifies six recurring opportunities for experience improvement. These are lifting brand awareness, strengthening data foundations for more precise targeting, scaling personalisation, making applications seamless, finding new member pain relievers, and turning apathy into loyalty. Publicis Sapient presents these as practical levers for raising DMX performance. For buyers, these themes provide a useful picture of what the framework is designed to surface.
7. Personalisation is a major lever in the DMX approach
A key takeaway from the source material is that generic experiences are limiting engagement. Publicis Sapient recommends stronger data foundations, micro-segmentation, dynamic content, and more relevant journeys across the member lifecycle. The DMX framework supports this by helping funds identify where experiences feel too broad or too generic. In the source documents, personalisation is framed as a way to make superannuation experiences more useful and more engaging.
8. Onboarding, applications, and support are important early-journey priorities
The framework pays particular attention to friction in first impressions and early interactions. Publicis Sapient recommends reimagined onboarding, applications, and support to create momentum from the start of the member relationship. The source material describes the goal as making applications seamless and reducing barriers in digital interactions. This makes DMX relevant for funds that want to improve conversion as well as ongoing engagement.
9. DMX can be adapted for SME business member experience
Publicis Sapient’s supporting material shows that the framework can be applied beyond retail-style member journeys to SME business members and their employees. In that context, the source says many SMEs are underserved by generic, rebadged offerings and need tailored, digital-first experiences. Relevant priorities include frictionless onboarding, business-centric support, relevant communications, and services aligned to SME needs. The SME-focused material also points to integration with payroll, HR, and business banking systems as part of a more unified experience.
10. Funds can use workshops, analysis, and accelerator pathways to get started
Publicis Sapient positions DMX as a practical starting point for experience transformation. A superannuation fund can book a workshop session to discover its DMX score, review detailed analysis, and access a personalised accelerator pathway based on the findings. The source documents also mention whitepapers and sessions with senior strategists to explore the framework in more detail. For buyers, that means the offer includes both benchmarking insight and structured next steps.