Competitive Flows and Adviser Influence: Dissecting Australia’s Super Landscape with David Bell

#21. Co-hosts Sarah Penn and Neil Benson host David Bell, Executive Director at Conexus Institute. We cover:Industry growth: Superannuation assets grew by 12% last year, mostly from strong investment returns. Four funds are now “mega funds” with over $200 billion AUM.Mergers and consolidation: Fund mergers continue to shape the sector. Aware’s merger with TelstraSuper tipped it into mega fund status.Flow dynamics: Natural flows (member contributions) are steady, but competitive flows are increasingly advisor-led with platforms gaining pace.Advisor-driven switching: More than half of asset switches are now influenced by advisers, with platforms offering efficiency and adviser-friendly features.Marketing spend: Funds increased marketing by 10%, but there's little evidence it’s driving competitive inflows. Most spend is defensive—trying to stem outflows.Retirement focus: Demographics highlight 40% of assets held by members 55+. Funds are investing in retirement products and guidance, but competitive barriers remain for retaining members approaching retirement.SMSF trends: SMSFs are seeing net growth and most are established without a formal adviser. But there’s also a flow back as members tire of administration.Future landscape: The sector is heading for more mega funds and continued consolidation. Launching new funds is possible, but achieving scale remains a decades-long effort.Key takeaway: Sector priorities are shifting towards retirement, adviser functionality, and efficiency—but core flows, consolidation, and operational differentiation remain fundamental for fund leaders.Bonus: Blame marketing? Absolutely!That Super ShowVisit That Super Show website and become a newsletter subscriberFollow That Super Show on LinkedInFollow That Super Show on YouTubeFollow That Super Show Shorts on YouTubeEmail That Super ShowSarah Penn, CEO of Mayflower ConsultingConnect with Sarah on LinkedInFollow Mayflower Consulting on LinkedInVisit Mayflower Consulting's websiteNeil Benson, Founder of NovagenticConnect with Neil on LinkedInFollow Novagentic on LinkedInVisit Novagentic websiteMentioned in this episode:Mayflower Consulting This episode is brought to you by Mayflower Consulting. If your product team is capable, stretched, and the important structural work keeps getting pushed, that's where we come in. We embed with your team, get the work done, and leave you more capable.Mayflower Consulting