Professional Associations Super’s rebrand targets mobile workforce

The divisions of Professional Associations Super (PASL) will consolidate to target a growing mobile workforce under the brand Kinetic Super come 1 July.

RecruitmentSuper, Accountants Super, Australian Enterprise Super and SMART pension will fly under the banner of Kinetic Super to offer a streamlined product range and launch one default product when MySuper reforms are implemented.

The 355,000 member fund may have found a way to overcome the growing challenge of targeting and focusing marketing efforts towards a specific demographic.

Kinetic Super chief executive Megan Bolton said Australian Bureau of Statistics (ABS) data had pointed to the growing trend of jobseekers moving across occupations and industries.

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"Our membership and industry ties over the last 20 years have given the fund unique insight into this emerging trend, and we believe Kinetic Super will be best placed to serve the needs of the modern mobile worker," Bolton said.

PASL launched a mobile site optimised for smartphone access in October last year.

Bolton said the fund would release further information regarding the changes taking place in the coming months.

Chairman Frank Gullone said the fund would apply its insights to delivering a more relevant brand and service offering to its membership. He said the demographic was integral to the fund's 20 year history though its strong roots in the recruitment industry via its association with Recruitment and Consulting Services Association and Recruitment Super.

"The move to Kinetic Super is a natural progression for the fund, and we look forward to supporting our employers and members through the changing landscape of superannuation," he said.

Super funds have become increasingly aware of the need to adapt to the demands of smartphone users and a mobile society.

Catholic Super also launched a mobile site last year, while Energy Super did so at the end of 2011, allowing members to switch investment options via their phones as well as edit registration details and gain single-issue advice.

Last December, Towers Watson got in on the action, launching a smartphone app that allowed super funds to send, and members to request, specific information.