AKQA And HESTA Share New Member Online Portal

AKQA has launched a new Member Online Portal for $52 billion industry superannuation fund HESTA.

Recently awarded Major Industry Super Fund of the Year at the Roy Morgan Annual Customer Satisfaction Awards, HESTA is dedicated to improving the lives of those working in the health and community service sector. The Fund has more than 870,000 members, 80 per cent of whom are women and works to make a real difference to the financial future of every member.

The strategy behind the platform was formulated in 2017 when HESTA asked AKQA to help them understand the value that member services online brings to members today and to develop a strategy and plan to enable a meaningful and helpful member experience for the future.

“The new member portal is a key milestone in our ongoing digital transformation, providing members more frictionless experiences across channels, while providing the business greater integration of systems and data,” said HESTA chief operating officer Stephen Reilly.

“The Member Online Portal set out to create a radically improved member experience. Transitioning the existing member online experience onto Adobe’s Experience Manager platform and harnessing AKQA’s capabilities and expertise in Adobe Experience Suite, we were able to deliver a unique, personalised, connected and seamless experience that engages members, enables them to easily manage their superannuation and take action to improve their financial future and have a better retirement outcome,” said HESTA general manager digital Callum Tod.

The new Member Online experience has led to dramatically improved engagement with those using the portal. Thousands of members are now taking more positive actions such as combining their super. Time on site has improved by 143 per cent, and the bounce rate has dropped by 99.1 per cent. This indicates a far better experience during a critical period when online traffic to HESTA has increased by 92 per cent compared to 2019.

“When the superannuation landscape began to shift, we knew we had to invest in the capability to create new services and experiences, as well as to respond quickly to what our members are looking for. HESTA worked with AKQA to deliver a digital program that empowered members and a more agile way of working that has empowered us as an organisation,” concluded Reilly.

The new Member Online experience is part of a larger strategy focused on enhancing and differentiating value for members, accelerating and delivering HESTA’s impact and acquiring and retaining more members for life.

“As HESTA are an organisation with a strong purpose to make a real change for their members and women in Australia, the new platform will form part of a bigger brand experience to deliver on these core values. We are completely committed to HESTA’s goal of helping connect what members do today to what happens in their future so they feel in control and can make better decisions, said AKQA ANZ managing director Alisia Muscat.

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AKQA. HESTA