Four reasons your super fund’s registry is not a CRM system

For superannuation funds, the registry is critical for tracking member and employer transactions. From contributions to insurance and fees, the registry captures every financial movement. But with Australia’s superannuation assets expected to triple to over $11 trillion by 2043, scrutiny of underperforming funds will increase. Super funds will also need smarter ways to engage their stakeholders.

While some registry data may help you understand aspects of a member’s journey, it doesn’t give you the full picture. To proactively deliver exceptional service, super funds need a customer relationship management (CRM) system that provides comprehensive visibility into member and employer activities.

Keep reading to learn why your registry isn’t a CRM—and why that matters.

1. Registries store financial data, not manage business processes

Your super fund’s registry is designed to store financial information, but it isn’t built to manage or improve business processes. A modern CRM system can integrate with your registry so that processes flow from one central system—your CRM. This enables better efficiency and a single source of truth across your operations.

With the right CRM, you can make and manage key updates, including:

• Change of address: Whether for a member or employer, changes can be made in the CRM and pushed out to integrated systems (like your registry). CRMs also allow for nuanced control, such as scheduling address updates in advance.
• Letter of authority: While registries may show who holds authority over a member’s account, CRMs provide a complete view, including communication history and associated accounts.
• Event management: With SLAs in place, it’s crucial to track every interaction with employers. CRMs offer a high-level overview and detailed drill-downs of all engagements.

2. Engagement data is siloed without a unified CRM

Members and employers are two of the most important stakeholder groups in any super fund. Yet many funds manage these groups in separate systems, making it harder to see a full picture of engagement. This fragmentation leads to inefficiencies, duplicated efforts, and missed opportunities.

A unified CRM—like Superware’s Unify—does exactly what its name suggests: it consolidates member and employer data into one system. This clarity empowers your teams to make more informed decisions.

With a unified CRM, your teams can:

• See all employments a member has held with your fund
• View contributions across multiple employers
• Track member event attendance
• Identify the correct business contacts for each employer
• Manage access and permissions for sensitive information like member balances

3. You can’t maximise engagement without a CRM

A CRM purpose-built for the superannuation industry empowers teams to measure and improve the effectiveness of their engagement efforts. And with organisations seeing an average return of $8.71 for every $1 invested in CRM, the value is clear.

For example, a business development manager can use CRM data to view all current and prospective employer accounts, assess past engagement, and analyse outcomes. This makes it easier to identify trends—like which events deliver the most value—and tailor future engagement strategies accordingly.

4. Segmentation is the future of engagement

Artificial intelligence (AI) is making hyper-personalised engagement easier and faster. But without a CRM, segmentation and personalisation are virtually impossible. A registry simply isn’t built for this kind of intelligent targeting.

An enterprise-grade CRM allows teams to segment their audience and deliver tailored content across channels. This is critical in today’s digital landscape, where 71% of people say they engage less with content than they did a year ago (Forrester).

With CRM-powered segmentation, you can:

• Deliver age-appropriate, location-based retirement planning content
• Educate younger members on salary-sacrificing and compounding interest
• Tailor event invitations based on member cohort, location, or activity

This level of targeted engagement drives stronger outcomes—and can only be achieved with the right CRM in place.

Boost your engagement with Superware

In a competitive and regulated environment, delivering exceptional customer experiences is key. While your registry is a critical source of financial data, it doesn’t offer the full functionality required for proactive, strategic engagement.

Superware’s Unify is the CRM super funds need to serve, engage, and grow—efficiently and effectively. Unify consolidates member and employer data, streamlines workflows, and enables advanced segmentation and AI-powered personalisation.

Contact us to learn more and see Unify in action.