Guild Super
Boosting Customer Retention With a Strategic Brand Refresh
Brief
The super industry is changing and retaining members is becoming increasingly challenging and costly. In particular, 25% of members aged 25+ were leaving GuildSuper each year, taking over $97mill of FUM with them. There was an opportunity for an additional $2.3mill in revenue simply by retaining those aged 25-44 who voluntarily leave the brand. With little marketing spend and two brands to manage (GuildSuper and Child Care Super), drastic action was needed to mitigate the attrition rates.
Background
Lead a brand refresh that will help customers better understand GuildSuper's purpose and benefits to its members.
35%
Increase in online orders 2023
Solution
We underwent extensive research and analysis to identify the underlying cause of the churn rate. Ultimately, members had limited understanding of superannuation and no sense of a close relationship with GuildSuper; meaning that when they changed jobs, they just changed super to whoever their new employer recommended.
Over a 6 month period, we went through a collaborative process to develop a new brand identity with purpose, distinctiveness and value.
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