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 fascinating trend: retirees are among their most digitally engaged members, shattering long-held assumptions about older Australians and their relationship with technology. But here’s where it gets even more intriguing: these tech-savvy seniors are logging in nearly twice as often as their younger counterparts, proving that age is no barrier to digital adoption.
Brendan Donoghue, UniSuper’s head of digital experience, shared with Super Review how the fund’s focus on personalization, security, and simplicity has driven this extraordinary engagement. For instance, the average UniSuper member logs in about 22 times a year, but members over 60? They’re logging in a whopping 37 times annually. Donoghue credits this success to designing services with older members in mind from the very beginning, prioritizing ease of use over complex explanations.
And this is the part most people miss: UniSuper didn’t just simplify processes—they reimagined them entirely. Take binding death nominations, for example. Instead of overwhelming members with lengthy explanations, they created a streamlined digital tool that lets members quickly designate where their money should go in the event of their passing. The result? 60,000 members used the service in its first year, a 300% increase from previous years.
But here’s the controversial bit: the widespread belief that older Australians avoid technology is flat-out wrong. UniSuper’s data shows that 88% of members over 60 are digitally engaged, challenging stereotypes and highlighting a shift in how retirees interact with technology. Donoghue identifies three key drivers behind this change: simplicity, security, and reliability. Processes must be intuitive, accessible, and demonstrably secure—no room for guesswork.
UniSuper even introduces what they call ‘intentional friction,’ like multi-factor authentication, to build trust. ‘We’re comfortable interrupting the flow,’ Donoghue explains, ‘because members appreciate knowing their information is safe.’ But it’s not just about security—it’s about follow-through. If a service promises to be completed online, it must be completed online. Pushing members back to paper forms? That’s a surefire way to kill 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, already delivering more advice than face-to-face teams. But here’s the kicker: engagement shouldn’t start at retirement—it should begin much earlier. UniSuper’s retirement calculators are now embedded in members’ dashboards, dynamically updating to show whether they’re on track for their goals.
By integrating these tools into everyday digital experiences, UniSuper aims to build long-term partnerships with members well before retirement becomes a pressing concern. Across the industry, Donoghue predicts digital-first servicing will become the norm. At UniSuper, 87% of pension applications are now processed without human intervention, offering faster, more secure, and more satisfying experiences compared to paper-based systems.
When it comes to automation and AI, Donoghue sees AI as a step in the evolution toward fully digital servicing. ‘AI is an incredible tool for the superannuation industry,’ he says, but UniSuper remains focused on applying it where it clearly improves member outcomes and meets regulatory standards.
So, here’s the question for you: Do you think retirees’ growing digital engagement will reshape how industries approach technology for older demographics? Or is this trend unique to superannuation? Let us know in the comments—we’d love to hear your thoughts!
