Rest appoints Simone Van Veen as Chief Member Officer

Rest, one of Australia's largest profit-to-member superannuation funds, is appointing an experienced Chief Member Officer to support our mission to simplify the experience of super for our more than 2 million members.

Simone Van Veen, a highly experienced member-focused financial services leader, will commence as Rest’s Chief Member Officer in August 2025, subject to regulatory requirements.

Rest’s Chief Executive Officer, Vicki Doyle, says Ms Van Veen’s significant background in uplifting member experience and building relationships will be invaluable in achieving the next phase of Rest’s simplification mission.

“We are dedicated to simplifying the experience of super for our 2 million members and empowering them to shape a future where they can reach their best-possible retirement outcomes. Our ambition is to support our members through easy and seamless digital experiences, alongside the right advice, tools and products,” says Ms Doyle.

“We aim to be digital leaders within the super industry and are proud that 1 million Rest members have now downloaded our Rest App and that we are among the first to offer our members the convenience of a digital member card.

“Simone brings a highly commercial focus to Rest, alongside deep digital experience, that is anchored in strong leadership skills and customer-centric values.

“Simone’s appointment supports Rest’s focus on our members, while also recognising the importance of our strategic partner and employer relationships at a crucial juncture for Rest and the superannuation industry more broadly.

“We are delighted to welcome Simone to the Rest team and are excited to work with her to achieve our mission to make super simple for our more than 2 million members.”

Ms Van Veen joins Rest from Bank First in Melbourne where she was Chief Member Officer for 4 years. Prior to this, she spent more than 15 years at National Australia Bank, ultimately in the role of Executive, Consumer Everyday Banking Experience.

“Superannuation is central to shaping the future of working Australians,” says Ms Van Veen. “It’s a privilege to be joining Rest as Chief Member Officer and lead a team with a well-earned reputation for championing members.”

Ms Van Veen’s appointment follows the departure of Deborah Potts as the fund’s Chief Member Officer in December 2024.

Andrew Ford, General Manager, Brand and Member Experience, who stepped in as Interim Chief Member Officer following Ms Potts’ departure, will lead the Member team until August; and will then continue to be a pivotal member of Ms Van Veen’s leadership team once she commences with Rest.

“I’d like to acknowledge and thank Andrew for stepping in during the past 6 months and leading our Member team as they continued to simplify super for our members,” says Ms Doyle.

Ms Van Veen will be based in Melbourne and commence on 25 August.