Finance brands, such as banks, insurers, and superannuation funds, are increasingly tasked with engaging diverse customers spanning multiple age brackets, demographics, and socioeconomic backgrounds. For example, superannuation and pension funds cater to all segments of society, from young workers to retirees, each with distinct financial needs and goals.
To meet these challenges, your finance brand must develop targeted, omnichannel marketing strategies that address these varied demands and diverse needs. While reaching such a broad audience may seem resource-intensive, when executed strategically personalised engagement can be both efficient and cost-effective.
Here we explore how your finance brand can leverage tailored communication and innovative technology to build long-term relationships, enhance trust, and improve satisfaction across your diverse customer base.
Understanding audience segmentation and diverse needs
Effective engagement starts with a deep understanding of your target customer or client. Audience segmentation is a crucial strategy that involves categorising customers based on key characteristics such as age, career stage, and risk tolerance. According to a report by DemandGen, campaigns that are segmented had 14.31% higher open rates and saw 101% more clicks than non-segmented campaigns.
For finance brands, this means recognising the diverse needs of various demographic groups. Taking super funds for example, younger members who are often just beginning their careers may prioritise high-growth investment options and need education on the importance of early retirement savings.
In contrast, middle-aged members might focus more on stable returns and planning for retirement. To avoid overly generic assumptions based solely on age and other factors, use data-driven tools like segmentation models and behavioural analytics to create more precise, dynamic personas that reflect your member’s unique financial situation and goals.
To develop sophisticated personas, use advanced segmentation models and behavioural analytics tools like HubSpot, Salesforce Marketing Cloud, or Segment to analyse engagement patterns and financial goals. Additionally, platforms like Google Analytics and Sprinklr provide deeper insights into customer journeys. These tools help create detailed, actionable profiles that ensure your messaging is not only relevant but deeply aligned with the specific aspirations and concerns of each group.
Tailored messaging across life stages and diverse needs
Once audience segments are clearly defined, the next step is crafting highly personalised messaging that not only speaks to their life stage but also addresses their specific financial behaviours and aspirations. To achieve this, communication strategies should move beyond basic topics and leverage advanced segmentation insights, such as behavioural triggers and psychographics.
For example, a campaign targeting first-time investors could integrate interactive tools such as risk tolerance assessments, personalised investment simulators, and progress trackers that actively engage users in the decision-making process. Additionally, content like personalised financial roadmaps—tailored to each user’s specific financial position and goals—can demystify complex concepts like compound interest, asset allocation, and the time value of money.
On the other hand, messaging for more experienced or retirement-focused members could integrate sophisticated financial planning tools that showcase tailored income strategies, tax optimisation techniques, and risk-adjusted portfolio recommendations. By utilising data analytics and AI-driven insights you can create content that adapts to each member’s unique financial journey, making your communications feel more relevant, timely, and actionable.
A McKinsey study revealed that companies that personalise marketing communication can boost return on investment (ROI) by up to 30% and lift revenues between 5% to 15%.
By utilising tailored content, brands like super funds can enhance the relevance of their communications, making members feel understood and valued. Personalisation goes beyond basic demographic data; it can incorporate behavioural insights and preferences gathered through data analytics to create a more engaging experience.
Omnichannel campaigns
In an age where consumers interact with brands across various platforms, implementing an omnichannel strategy is vital. According to a report by Aberdeen Group, brands that utilise multi-channel strategies retain 89% of their customers compared to 33% for those that only use single-channel approaches.
Your finance brand should utilise omnichannel campaigns to ensure you reach your customers on their preferred platforms, whether via email, social media, mobile apps, or in-person events.
With the growing expectation for digital-first communications, especially in the finance sector, meeting members where they are and providing seamless, multi-platform experiences is key. In fact, in 2023 Aware Super was classed as the “Super Fund of the Future” after it merged 1.1 million members onto one technology platform.
You can boost engagement and loyalty by maintaining a consistent brand voice and delivering relevant, personalised content across these channels. For example, integrating educational webinars, social media posts, in-app notifications, and personalised email newsletters can create a cohesive, streamlined experience.
This approach not only meets the diverse preferences of your audience but also ensures that communication remains timely and accessible, whether members are checking their app during their morning commute or reading an email while planning their retirement.
Building trust through transparency and education
Trust is a cornerstone of successful financial relationships. Your brand can foster trust by emphasising transparency and offering educational tools. For super funds, providing clear information about fees, investment options, and performance helps members make informed decisions about their financial futures.
The need to focus on trust is clearly highlighted by global research highlighted in the Edelman Trust Barometer 2025 which found 60% of respondents now actively feel aggrieved.
Edeman’s President and CEO, Richard Edelman, said the erosion of peoples trust has been “a progression from fears, to polarisation and now into grievance”. Two of the key factors driving this loss of trust was the “lack of quality information” available to people and the belief “my family will not be better off in five years”.
“ 60% of our respondents say that they are aggrieved. They don’t believe the system is working. They feel pressed in terms of their bills. They actually find it difficult to navigate this world of disinformation,” Edelman President, Richard Edelman.”
In this environment where trust is a cornerstone to building successful financial relationships, your brand can foster trust by emphasising transparency and offering educational tools. For super funds, providing clear information about fees, investment options, and performance helps members make informed decisions about their financial futures.
Furthermore, educational initiatives such as workshops, online resources, and interactive tools demystify complex financial concepts so members can confidently navigate their choices.
Australia’s largest superannuation fund, AustralianSuper, with more than 3.5 million members and AUD $365 billion assets under management strong in this area, having a dedicated landing page that lists its educational resources. Whether members would prefer to read about how much money they need to retire or join a webinar, everything is positioned easily for members, and a diverse range of topics is explored.
The take-out here is by positioning your brand as a trusted partner in your customers’ financial journeys, finance brands can enhance customer retention and satisfaction.
Utilising AI and personalisation
Artificial Intelligence (AI) now plays a pivotal role in enhancing customer experiences through personalisation. AI-driven tools analyse customer data to provide tailored recommendations and proactive engagement strategies. For example, chatbots powered by natural language processing (NLP) can instantly offer personalised financial advice or answer member queries.
Additionally, predictive analytics can identify potential audience needs before they arise, allowing you to reach out with timely and relevant information. By leveraging AI and personalisation, you can stay ahead of evolving customer expectations, ensuring a responsive and engaging experience.
Superfund success stories of digital engagement
Superannuation funds, as finance brands that cater to a broad cross-section of society, offer a unique example of how to engage diverse customer segments effectively. AustralianSuper’s marketing strategies, for example, have successfully engaged its audience by combining personalised, targeted approaches with impactful media.
According to AustralianSuper’s chief member officer, Rose Kerlin, in an interview with Investment Magazine said the fund had invested heavily in direct channels and new ways to go to market.
“We have invested heavily in member engagement, we have over 30 engagement programs where we personalise our communications,” Kerlin said.
“We’re really focused on providing members trustworthy help and advice and digital enablement,” she added.
In one of its notable marketing strategies, AustralianSuper utilised out-of-home (OOH) advertising strategies to successfully target Australians aged 50+ who are preparing for retirement. The campaign was designed to leverage the power of OOH advertising to increase both awareness and engagement. Using strategically placed billboards across Australia, AustralianSuper reached 72% of the target demographic.
The campaign’s success wasn’t just in visibility but in the impact it generated – 32% of the people reached by the campaign visited the AustralianSuper website or enrolled as new members. This high engagement demonstrated the power of personalised, location-based messaging that resonates with the specific needs of an audience looking for trustworthy retirement planning options.
AustralianSuper also launched the “SuperTalks” series, a content marketing initiative designed to empower members with financial knowledge. The series comprises on-demand, expert-led educational videos that delve into key superannuation and retirement planning topics.
By providing bite-sized, relevant content (typically 20 minutes long), the campaign tapped into the desire for easy-to-consume, personalised financial guidance, helping members make more informed decisions about their financial future.
Both campaigns succeeded because they understood the importance of delivering content and messaging that directly aligned with the needs and interests of AustralianSuper’s audience, fostering trust and engagement through targeted, personalised marketing approaches.
The key to long-term success lies in building trust and delivering personalised experiences that resonate with customers across all life stages. Embracing these strategies will not only enhance customer satisfaction but also secure a competitive advantage in the dynamic world of finance.
Do you need help with client or member engagement?
To win and retain new business, finance brands need to demonstrate value to clients and members by actively engaging them with useful products, personalised services and educational content to help them better understand financial topics and information relevant to them.
If you need help communicating with your clients or members, then the finance marketing experts at The Dubs Agency would love to speak with you because we can help. Contact Us to start a conversation.
