The market at a glance

• Consistent funnel leader: AustralianSuper holds the top position across all primary metrics throughout the four months, reaching 58% aided awareness, 30% consideration, and 19% primary fund status by April 2026.
• Consideration spike: AustralianSuper’s consideration surged 7 percentage points from December 2025 to February 2026, the largest single movement of any brand across the four months, before settling at 30% in April.
• Service leader: CommBank Super achieves the highest average customer support score in the tracker at 68%, 13 points above the four-wave category average of 55%, despite sitting mid-table on awareness.
• Conversion benchmark: Australian Retirement Trust converts 43% awareness into 10% primary fund status in April 2026, outperforming peers with similar awareness levels including Cbus (46% awareness, 3% primary fund) and AMP (42% awareness, 4% primary fund).

Initial findings from the first four months of 2026

The Australian superannuation landscape continues to be led by AustralianSuper, which maintained the highest market presence across all tracking metrics throughout the four months. By April 2026, AustralianSuper recorded 58% aided awareness, 30% consideration, and 19% primary fund status. The closest challengers by combined scale are REST (48% awareness, 17% consideration, 12% primary fund) and Hostplus (48% awareness, 17% consideration, 8% primary fund), both of which held stable metrics across all four waves.

Consideration for AustralianSuper was the most notable mover over the four-month period. It surged from 24% in December 2025 to a peak of 31% in February 2026, then pulled back slightly to 29% in March and 30% in April. No other brand recorded a comparable shift, suggesting a campaign or media effect concentrated in February. Primary fund status increased from 16% to 19%, 20%, and 19%, indicating the consideration spike translated into members.

Beyond total scale, AustralianSuper and REST record the strongest overall conversion rates in the tracker, translating 58% awareness into 19% primary fund status and 48% awareness into 12% primary fund status respectively in April. The data also highlights Australian Retirement Trust as the strongest mid-tier converter. ART moves from 43% awareness to 17% consideration and 10% primary fund status in April, a funnel efficiency that outperforms Cbus and AMP despite both having comparable awareness levels.

Across all five brand diagnostics, AustralianSuper and CommBank Super are the only two funds to consistently sit above category average, though from very different awareness bases (58% and 39% on average). CommBank Super leads or co-leads on every diagnostic column over the four months, recording a four-wave average of 65% on competitive returns, 63% on long-term interests, and 68% on customer support, each well clear of category averages of 53%, 53%, and 55%. Investment philosophy is the weakest diagnostic category-wide, averaging just 46% across all funds, with the spread between the lowest-scoring funds and CommBank Super’s 60% average pointing to genuine differentiation in how members perceive value alignment.

“Our first four months of continuous tracking reveal two distinct stories in the superannuation market,” says Nik Samoylov, Founder of Conjointly. “AustralianSuper’s funnel dominance is unambiguous and consistent across every wave. But the diagnostics show that smaller funds like CommBank Super and Australian Retirement Trust have built genuine competitive advantages in service quality and conversion efficiency that the raw awareness numbers alone would not reveal.”

The findings are based on a syndicated study of 5,425 Australian adults, with 2,848 respondents qualifying as having a superannuation account and being under 65 years of age. Participants were recruited via Conjointly’s panel network and compensated for their time, with the sample weighted to national demographics to ensure findings are market-representative. Data was collected across four waves in December 2025, February, March, and April 2026.

Explore the Australian superannuation data at https://brandtracker.conjointly.com/australia/superannuation-funds/.

About Brand Tracker by Conjointly

Brand Tracker delivers automated brand performance reporting with rigorous, market-representative insights. Australian businesses across industries can now access statistically weighted brand funnel data, including awareness, consideration, purchase intent and preference.

“We built Brand Tracker because traditional brand tracking locked businesses into expensive, inflexible contracts and delivered snapshots long after market conditions shifted,” said Nik Samoylov, Founder of Conjointly. “Brand Tracker gives Australian businesses the easy-to-use and easy-to-digest analytics they need to know their brand positioning, brand awareness and more, without requiring a six-figure commitment.”

Brand Tracker currently offers Australian businesses free access to detailed public brand data across six industries. For monitoring of your own brand with advanced analytics and real-time dashboards, Priority Access starts from the industry-breaking price of $6,000 per year – a fraction of traditional agency costs. Custom tracking solutions are also available for businesses with specific needs.

About Conjointly

Conjointly started as a simple online tool for conjoint analysis in 2016 and has since evolved into an industry-leading market research platform. Conjointly holds ISO 20252:2019 (Sampling), ISO 27001:2022, ISO 27701:2019, and SOC 2 Type II certifications, and is a member of the Insights Association and the British Healthcare Business Intelligence Association.

Conjointly’s tools address the most common pricing and product research problems and are supplemented with expert support and guidance from experienced researchers. With thousands of projects performed on the platform, Conjointly is the go-to research place for hundreds of clients.