Here’s a myth-buster that might surprise you: retirees are not just keeping up with technology—they’re leading the charge. UniSuper, a leading superannuation fund, has uncovered a remarkable trend: retirees are among their most digitally engaged members, shattering long-held beliefs about older Australians and their relationship with technology. But here’s where it gets even more intriguing: what’s driving this shift, and what does it mean for the future of digital engagement?
According to Brendan Donoghue, UniSuper’s head of digital experience, the fund has witnessed an ‘extraordinary uptake of digital tools’ among older members. While the average member logs in about 22 times a year, those over 60 are logging in a staggering 37 times annually. And this is the part most people miss: it’s not just about frequency—it’s about the depth of engagement.
Donoghue credits this success to a simple yet powerful approach: designing services with older members in mind from the very beginning. Instead of overwhelming users with complex explanations, UniSuper focuses on accessibility, simplicity, and security. For instance, the fund streamlined the process of binding death nominations, replacing lengthy explanations with a user-friendly digital tool. The result? 60,000 members used the service in its first year—a 300% increase compared to previous years.
But here’s the controversial part: does this disprove the widespread belief that older Australians are tech-averse? Donoghue thinks so. He highlights that 88% of UniSuper members over 60 are digitally engaged, logging in nearly twice as often as the average member. The key drivers? Simplicity, security, and reliability. Processes must be intuitive, secure, and designed with the user’s trust in mind.
UniSuper even introduces ‘intentional friction’—like multi-factor authentication—to reinforce security. ‘We’re comfortable interrupting the flow,’ Donoghue explains, ‘because members appreciate knowing they’re safe.’ Yet, the follow-through is equally critical. If a service promises to be completed online, it must be completed online. Reverting to paper forms, he warns, undermines trust and adoption.
Looking ahead, Donoghue sees technology as expanding, not replacing, advice. UniSuper’s new digital advice tool helps members understand their risk profiles and receive investment recommendations—and it’s already outpacing face-to-face teams in the volume of advice delivered. But here’s the thought-provoking question: as digital tools become more advanced, will they ever fully replace human advisors?
Engagement, Donoghue argues, must start earlier—not just at retirement. UniSuper’s retirement calculators are now embedded in members’ dashboards, dynamically prompting updates and showing progress. By integrating these tools into everyday digital experiences, the fund aims to build long-term partnerships well before retirement becomes urgent.
Across the industry, Donoghue predicts digital-first servicing will become the norm. At UniSuper, 87% of pension applications are now processed without human intervention, delivering faster processing, stronger security, and higher satisfaction. But what about AI? Donoghue sees it as one step in a longer evolution, emphasizing that new technology must clearly improve member outcomes and meet regulatory standards.
So, here’s the final question for you: as retirees continue to defy digital stereotypes, how should industries adapt to meet their evolving needs? Share your thoughts in the comments—let’s spark a conversation!
