Professional Associations Super (PAS) has embarked on a re-branding strategy for all of its superannuation fund divisions.
PAS has three superannuation funds in its stable: RecruitmentSuper, Accountants Super and Australian Enterprise Super.
"Member disengagement has often been associated with superannuation. We wanted to implement a program across our different brands that would ensure superannuation was perceived as being easy to understand," PAS chief executive Megan Bolton said.
"As part of the re-branding process we relaunched all our websites [for each of the three superannuation funds]."
Bolton said each website removed the jargon associated with superannuation, implementing simple and easy-to-understand information.
"Our member services team will now offer more one-on-one service with our members. We are aiming to personalise the member experience," she said.
"Many of our members have low account balances so our strategy is to boost their balances."
Merger plans remain in the pipeline for PAS as the fund seeks to grow its scale.
"Unlike other industry funds, we operate more on a master fund structure. Each of the funds that we have merged with have been allowed to maintain their brand. This makes a seamless transition for members during the merger process," Bolton said.
