New funding, new target for ‘compare the pair’

Mike Taylor

Managing Editor and Publisher

25 October 2022

The industry funds ‘compare the pair’ advertising campaign which once aimed squarely at opposing commissions paid to financial advisers is now being aimed at superannuation fund stapling, particularly with respect to underperforming retail master trusts.

Industry Super Australia (ISA) has declared it is aiming a new ‘compare the pair’ advertising campaign directly at under-25s who may find themselves stapled to superannuation funds which are regarded as underperforming and who need to find a better performing fund.

And the message from Industry Super Australia is that most profit to member funds are better performers.

The campaign is being funded collectively by 11 industry superannuation funds which are members of ISA.

According to ISA, “recent changes in the law are likely to see young workers stapled to their first fund for a longer time.

“’Compare the Pair’ will now also aim to help this age group find a high performing super fund.,” ISA claimed, citing SuperRatings figures revealing that over 20 years the typical worker could be $95,391 better off in the average Industry Super Fund than the average retail super fund, younger workers have the most to gain by being in a fund that is run only to benefit them.

Commenting on the new campaign, ISA marketing director, Alana Burnside said recent super reforms meant that Australians could be stuck with the same fund unless they actively switched out.

“’Compare the Pair’ prompts workers to think about their super and check if it is delivering them good investment returns and those who made the switch 20 years ago are almost $100,000 better off,” she said.