Prime Super Women in Super

The state of play

Statistics show that women generally earn less due to the gender pay gap and, being more likely to have career breaks to raise children and care for family, they retire with significantly less in their superannuation than their male counterparts. Prime Super are passionate about empowering their female members to take action today so that they can have a better outcome in retirement

The objective

Prime Super aimed to draw more attention to the gender pay gap and ensure that women were aware of this, engaged in their super, and informed about the ways they could address this disparity in their super balances.

By showing the gender super gap in a simple, visual way, the objective was to encourage women to take action now, so that they can improve their chance at a better retirement

The solution

The SGY team designed and built a user-focused, online tool that could compare the average super balances of women against those of men at the same age. Simple, functional and powerful, the tool uses reputable data provided by the Association of Superannuation Funds of Australia, around super balances by age and gender. Prime Super members are taken on a journey that starts with the interactive tool and then provides options to close the gap,

The result

The tool has been successful in continuing to raise awareness on this important topic.