MTAA Super boss Leeanne Turner touts benefits of a rebrand

Sally Rose

By

25/01/2017

MTAA Super launched a major rebrand in 2016, now chief executive Leeanne Turner is trying to get members interested in contributing to their super despite regulatory uncertainty.

The $9 billion industry fund for workers in the motor trades is a finalist for the Conexus Financial Superannuation Awards 2017 in three categories: Default Fund of the Year, Member Services Fund of the Year, and Medium Fund of the Year (for funds with $5 billion to $10 billion in assets).

Investment Magazine will feature Q&As with all the finalists, ahead of the winners being revealed at the awards dinner in Sydney on March 9.

Here, Turner reflects on the need to keep investing in digital to drive member engagement.

IM: What was the biggest development at the fund in 2016?

LT: Last year was one of strong momentum and unexpected challenges. However, by far the biggest development at MTAA Super was the creation of a new brand identity and its far-reaching applications across our business.

It was important because it allowed us to take a step back and examine closely our role within the super industry, how we wanted to differentiate ourselves and what we valued most. Out of this came a new brand blueprint, vision, employee and member propositions and, most visibly, a striking new visual identity that our membership, partners and peers have received positively.

The new brand identity helped set the stage for many changes to our all-staff conference, a new image library featuring real members of the fund and a refurbished office space that has allowed us to build on our collaborative and team-driven culture.

What do you expect to be your biggest area of focus in 2017?

Our driving philosophy has always been “members-first”. Over the last few years, we have been reviewing and strengthening all facets of the business to ensure we deliver a top-quality offer to our members.

This has been undertaken in tandem with responding to the ever-changing regulatory environment, which will undoubtedly continue in 2017. Against that backdrop, our focus will be on continuous improvement, particularly in relation to digital capability.

What do you consider the most important measure of success for the fund?

A satisfied and happy membership. That is generally achieved when we deliver strong investment returns and excellent member services.

What is the biggest challenge facing the industry?

In my view, the biggest challenge is a long-running one. Apathy and a lack of engagement with super present an obstacle to the adequacy of individuals’ retirement savings and, ultimately, people’s wellbeing in their later years.
That apathy is the result of many factors, including the continual changes in policy and regulation, which leave Australians feeling less and less in control and lacking confidence in what their later years will look like.

 

The winners of the Conexus Financial Superannuation Awards 2017 will be unveiled at a black-tie event at the Ivy, Sydney, on March 9, supported by Vanguard and AIA Australia. You can purchase single tickets or tables for 10 by visiting the event website. The Conexus Financial Superannuation Awards proudly support The Wayside Chapel.

 

 

 

 




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