Brand will be crucial if the superannuation industry adopts the MySuper proposals under the Cooper review, according to Rice Warner chief executive Michael Rice.
"If all superannuation funds, including retail and not-for-profit funds, have to adopt the low-cost and simple structure of MySuper products, then there will only be minor differences between them," Rice said.
"The differences between superannuation funds will be based on brand."
He said the banks would most likely be better positioned to capitalise on branding.
"There is the perception that banks offer safety. Superannuation funds developed by companies owned by banks will be able to piggyback on the branding of these banks," he said.
He said banks would also have the capital from shareholders to invest in large-scale branding campaigns.
Member engagement services would also continue to grow, including services in data mining, seminars, call centres, websites and expanded intra-fund advice services.
