The voice members need

This paper explores how super funds and global pension providers have responded to recent market volatility. Through a desktop analysis of websites across Australia, the UK, US, Canada, and Europe, it identifies areas where communication practices could better align with member expectations-particularly during periods of heightened concern. While not exhaustive, the analysis spans a broad cross-section of industry responses to recent market volatility, focusing on:

• Visibility: How easily can members find guidance when concern peaks?
• Language: Are messages accessible and empathetic, or overly technical?
• Audience alignment: Are communications tailored to member needs and literacy levels?

accuracy with empathy and clarity.

Ultimately, it offers practical recommendations to help super funds evolve their communication strategies-strengthening member confidence, reinforcing perceptions of value for money, and supporting long-term engagement in an increasingly volatile world.

It is important to note that mobile apps were outside the scope of this review. However, it is reasonable to assume that most app-based communications direct members to the same core content found on provider websites.

In a climate where member trust, perceived value for money, and engagement are under increasing pressure, the paper explores how funds can bridge the gap between operational reality and member expectations-particularly when confidence is tested by forces beyond the control of any investment team.

Responsiveness: Member communication in times of anxiety

When markets move sharply, members do not instinctively reach for a Product Disclosure Statement-they turn to what is immediately available: homepages, alerts, and quick links. This is where the first opportunity-or failure-of member communication is revealed.

As evidenced in Table 1, our review found that while some superannuation funds responded proactively to market volatility, many treated communications as a passive resource-available, but only if members knew where to look.

Key findings

• Few funds placed prominent banners or alerts on their homepages during periods of heightened market concern.
• Many providers housed their market volatility commentary deep within investment sections, often framed in technical language.
• Some funds, like Rest Super, stood out by providing clear, front-page access to guidance, while others offered little to no immediate signposting.