The app economy comes to super: helping members engage in a new way

Australians increasingly expect their super to be as simple, intuitive and personalised as the other services they use every day. Rest believes this shift in expectations is creating new opportunities to help members build stronger connections with their super and make advice more accessible.

The app economy has already transformed how Australians bank, shop, travel and communicate. Now it's reshaping how they expect to engage with their super.

Simone Van Veen, Rest Chief Member Officer, says apps are becoming an increasingly important gateway to deeper member engagement, including with advice.

“We’ve recently introduced new in-app pathways to advice, making it easier for members to access guidance and book appointments with our super specialists, all from within the Rest App where our members already are,” Ms Van Veen says.

"This is where the power of apps lies, not just in helping members stay connected to their super, but in making it easier to access advice in the moments that matter.

"The way Australians engage with their super is shifting, because the app economy has changed what Australians expect from every service they use.

“For Rest, this shift is a significant opportunity to help members create stronger, lifelong connections with their super and take action on their financial futures.”

Ms Van Veen says Rest is seeing firsthand how the app economy is changing member behaviour.

"Our members are sending us a clear signal about how they want to engage with their super. When we recently delivered an important member communication, more than 80% of members viewed it in the Rest App, compared to just 19% through our website. ¹

"In FY26, more than 947,000 members logged into the Rest App, generating more than 15.9 million sessions.

“This strong engagement is matched by strong member satisfaction, with the Rest App currently achieving an 89% satisfaction rating. ²

"We’re building experiences that fit naturally into our members’ lives, and we see the Rest App as a powerful way to bring super and advice into everyday moments.”

Ms Van Veen says the real opportunity is helping members build a more active relationship with their financial future throughout their working lives.

"We know advice can make a meaningful difference to confidence and long-term financial outcomes. But the challenge isn't convincing members that advice matters. It's making it easier to take the first step.

"Most people don't wake up and decide to seek financial advice. Engagement starts with something much smaller: checking a balance, reading a notification, exploring a calculator or learning something new.

"Apps are increasingly where those moments happen. By integrating advice into our app experience, Rest is reducing friction and making it easier for members to act when they're ready.”

In-app advice is the latest example of Rest's app-first approach to making super simpler and more accessible for members.

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¹ Rest analysis of member engagement with Insurance Significant Event Notices (SENs), 19 June to 17 August 2026. Based on unique member views across the Rest App and MemberAccess.

² Rest Voice of Customer (VoC) research based on member feedback, August 2026.