Gen X and Y focused online super fund, max Super is developing its own version of the First Home Saver Account (FHSA).

David Williams, head of max Super, said although it was unfortunate the government took the FHSA out of superannuation, it did present a unique opportunity for the fund to engage with its target market.

"We see it as an advantage that a lot of super funds, which could have offered it before, now won't. For us it fits in our target demographic and we've got an innovative approach to how we're going to bring that product to market," he said.

The firm is in talks with a number of partners to launch a FHSA product after the 1 October legislative launch date. "We're looking to see how we can maximise our path to market through a partnership model and the expertise we've got in developing simple products for online," he said.

"It's too premature to talk about partnership specifics, but we're looking to announce those in the coming months."

Using a specific online marketing strategy, Williams said, max Super's FHSA should gain traction among those under the age of 40.

Meanwhile, max Super is also negotiating with fee for service financial planning groups on distributing its corporate super product, max Super for Business, Williams said.

"We haven't been heavily focused on [the corporate super product] but we're engaging with fee for service advisers who can see the potential for the Max Super product as a way of engaging the next generation of clients," he said.