ESSSuper, UniSuper spearhead member satisfaction

ESSSuper and UniSuper lead the way for the significant increase in superannuation member satisfaction, a new survey from Investment Trends reveals.

The 17th edition of the 2025 Super Member Engagement Report saw super funds' improved service strategies pay off, with Net Promoter Score (NPS) rising from -19% to -4% over the past year, particularly as member satisfaction edges in line with strengthened outbound communication and human-led support.

Most funds showed consistent gains over the period, spearheaded by ESSSuper and UniSuper with a respective +20% uplift linked to stronger outbound communication and advice-led support.

Australian Ethical (+15%), TelstraSuper (+15%) and Brighter Super (+4%) made the top five performers and most improved.

Showing the most improved year-in-year changer were Mercer, Colonial First State, AustralianSuper, MLC, and Australian Ethical.

Overall, member satisfaction rose from 66% to 68%, with retail funds closing the gap, though industry fund members remained more satisfied on average, the analysis found.

"These results confirm that service-led strategies are paying off. Funds that prioritise clear, consistent, and human-led service are seeing stronger trust and loyalty. The uplift in NPS reflects rising member confidence, and this is emerging as a critical competitive edge. The challenge now is to sustain this momentum," Investment Trends research director Olivia Beringer said.

Over the 12 months, super funds upped their investment in advertising, winning new members and retaining existing members.

Around 6% of existing members, equivalent to about one million Australians, were prompted by advertising to think more about their super.

On the acquisition front, 5% of new super fund members say advertising influenced their decision to open a new account in the past year, equivalent to some 51,000 Australians, the survey found.

In terms of switching, this hit a three-year low, with just 7% of members changing their main super fund in the past 12 months, and only 5% indicating an intention to switch in the next 12 months, down from 10%.