Accessibility and Inclusion in Superannuation Digital Experiences: Closing the Engagement Gap

Superannuation is a cornerstone of financial security for Australians, yet the digital experiences offered 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 shortfall is not just a technical issue—it’s a barrier to engagement for a significant portion of the population. 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 or those from digitally disadvantaged backgrounds.

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: Insights from the 2024 Digital Citizen Report show that 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. The Digital Citizen Report underscores that while most citizens are supportive of digital government services, gaps remain for vulnerable groups. The same dynamics are at play in superannuation, where digital exclusion can have long-term financial consequences.

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. Here are actionable steps funds can take:

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 Opportunity for Leadership

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. By closing the accessibility gap, funds can:

Unlock new sources of member loyalty and advocacy.
Expand their member base by reaching underserved and disengaged populations.
Enhance their reputation as ethical, forward-thinking organizations.

How Publicis Sapient Can Help

With decades of experience in digital transformation and customer experience design, Publicis Sapient partners with superannuation funds to:

Assess and benchmark digital accessibility using proven frameworks like DMX.
Co-create inclusive digital strategies that drive measurable business and member outcomes.
Implement agile, data-driven solutions that deliver personalized, accessible, and secure experiences at scale.

The future of superannuation is inclusive. By acting now, funds can ensure that every member—regardless of ability or background—can confidently engage with and benefit from their superannuation.

Ready to lead the way in accessible superannuation experiences? Contact Publicis Sapient’s experts to start your journey toward digital inclusion and member engagement excellence.