Super switching intentions highest among retail funds

On average 5.1% of superannuation products are “Very Likely” to be switched in the next 12 months (up marginally from 5.0% a year ago).


The “Superannuation and Wealth Management in Australia” report says that for Retail Funds, the figure is higher at 6.7%, compared to Industry Funds with 4.8%.


The major contributors to the high level of retail superannuation fund switching intentions are the AMP Group, with 7.8% intending to switch, followed by the ANZ Group (7.5%) and NAB Group at 7.2%.


Intended switching from Industry Funds overall is below the industry average, with 4.8% considering it “Very Likely” that they would do so. Of the various Industry Funds, HOSTPLUS has the highest proportion of its products “Very Likely” to be switched at 7.0%, followed by CARE Super (6.5%) and REST Super (6.3%).


Intended switching from AustralianSuper, the largest Industry Fund in Australia, is comparatively low at 3.5%. Self-Managed funds are amongst the least likely to switch, with only 1.9% considering it “Very Likely” to switch in the next 12 months.


Intending to switch superannuation fund manager in next 12 months


superannuation switching, Ray Morgan Research


Source: Roy Morgan Research “Superannuation and Wealth Management in Australia” report, 12 months to June 2013, n = 36,796. “Very Likely” to switch superannuation fund manager within next 12 months. “Very Likely” is one point on a five point scale also included “Fairly Likely”, “Neither Likely nor Unlikely”, “Fairly Unlikely” and “Very Unlikely”.


Ray Morgan Industry Communications Director Norman Morris said, “Overall intention for switching superannuation products has remained fairly steady over the last few years. However at a fund level, all three of the top retail funds with the highest intended switching have reported a higher proportion compared to a year ago (AMP Group: +1.2%, ANZ: +0.5%, NAB Group: +0.7%).


Apart from a change in jobs, the main reasons people give for switching their superannuation products to another fund is investment performance, as well as fees and associated charges. These monetary related reasons appear to be more common than reasons relating to brand or service.”


The report also highlights the fact that industry fund members are less involved than those with other superannuation funds in planning for their financial future, however most of them agree that they should do something about it. The key to retaining these members is not only performance but a detailed understanding on how to communicate and educate the different segments within the funds customer base.


The report ranks the top superannuation fund managers in Australia, potential financial planner bias, satisfaction, switching, intention to switch, reasons for switching, attitudes to retirement planning and financial confidence. The report looks at superannuation in the context of total Australian household wealth in detail.


The report is able to be purchased at


See also the article “Not-for-profit super performs"


14 January 2014.