Trust emerges as key drivers of super fund loyalty

Superannuation fund members are becoming more purposeful in their interactions with funds, while trust has emerged as the clearest driver of loyalty and advocacy, according to new CoreData research.

The research found general enquiries have fallen from 34% to 28% based on members' contact reasons, while enquiries about contributions, insurance and consolidation have increased year on year.

Members also reported high satisfaction across most enquiry categories, including an 89% satisfaction rate for contributions. Complaints and disputes were a notable exception, with just 64% of members satisfied.

CoreData's 2026 Member Engagement research found value for money, stability and reputation and trustworthiness are the most important factors when members choose a fund, ranking ahead of competitive pricing and investment performance.

The research also found a clear link between trust and loyalty. Among members who have complete trust in their fund, just 21% said they were likely or very likely to switch, compared with 61% among those with a complete lack of trust.

However, actual switching remains relatively uncommon, with 9% of members reporting they had changed funds in the past two years. Some 26% said they were likely to switch to another fund, while 27% who would consider an SMSF has remained unchanged since 2024.

Members considering a switch were younger on average and more likely to work full-time, use a financial adviser or hold an SMSF. The leading reasons for switching included wanting greater control, dissatisfaction with fees and dealings with accountants.

The research also found strong demand for expanded fund services, with 37% of members saying they would take up retirement planning and financial advice if offered. Super guidance, insurance and retirement living support also attracted significant interest.

CoreData conducted the research between June 25 and July 16, surveying more than 1000 members and comparing the results with longitudinal data dating back to 2022.